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Nothing packs a punch like nature and Original Source’s new campaign by Fold7, Nature Hits Different, delivers the same hit of energy that’s bottled up in every Original Source shower gel.

The campaign, aimed at 18-44 year olds who are low on mental and physical energy, is Original Source’s first major creative campaign since 2019, and the brand’s first outing for their new bold brand positioning: “experience a hit of energy from nature”.

Fold7’s film follows a sleepy man into the bathroom for his mundane, morning shower, where he picks up a bottle of Original Source shower gel. Flipping open the bottle cap, and smelling the 100% natural fragrance, he is immediately awakened with a boost of fragrance so strong that he is transported to the natural world of Original Source, where he starts to experience the energising impact of their shower gel ranges.

He is no longer experiencing an every-day shower. Encapsulated by the invigorating scent, he rides a rollercoaster of zesty lemons, dives into a coconut-filled ocean, and flies through an icy ravine wearing a wingsuit made of Original Source mint leaves. All before landing in his office chair supercharged, cleansed and ready to face the day.

To create the scenes, Fold7 and PZ Cussons merged AI with more traditional production techniques. The landscape that is created by these combined methods acts as a metaphor for the 100% natural fragrances that Original Source products contain.

Dave Billing, ECD, Fold7 said, “Our new Original Source spot demonstrates the power of Gen AI to help us create incredible worlds and transitions. It’s definitely allowed us to push boundaries and it can only be a good thing for our industry if ideas that once felt ‘unachievable’ start to feel within reach.

AI will, however, never replace human craft. In fact, the mastery of Gen AI is a growing craft in its own right. One that we have been able to demonstrate to full effect in this campaign.”

The campaign runs to 30th April across TV, VOD, OOH and social media, and through sponsorship of Bear Grylls’ new Netflix show, The Bear Hunt. Media is handled by Wavemaker.

Corinne Chant, marketing director, PZ Cussons said, “This campaign brings to life the Original Source brand benefit of ‘Energy from Nature’ in a culturally relevant, creative and distinctive way. As a disruptive shower brand, it’s important that we show up differently and challenge the normal cues of the category, and we're confident that this campaign does exactly that.”

Fold7 won a suite of PZ Cussons washing & bathing brands, including Original Source, Carex and Imperial Leather in 2021, adding Sanctuary Spa to its remit in 2023.