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Independent creative agency Colossus has launched a national campaign for client New Chapter. The multimedia campaign, titled 'Wisdom of Nature,' is a reflection of the brand’s craft and commitment to high-quality, natural ingredients.

“It was important to understand the challenge was more than just the vitamin and supplement industry being crowded,” said Matt Cermak, associate creative director at Colossus. “Shopping for a multivitamin can be an overwhelming experience for even a savvy natural-health consumer.” Confusing claims can lead consumers to purchase supplement formulas that may not work hard enough.

Enter New Chapter. Since 1982, the brand has masterfully crafted supplements that work in harmony with the body using brilliant combinations of the finest ingredients sourced from where they grow best. That, combined with innovative science and time-honoured traditions such as herbalism and fermentation, helps you feel confident you’re making the best choice to be your own force of nature - in body, mind, and spirit.

The brand campaign is rooted in the idea that nature is healing, growing, enduring and evolving - just like you. It appeals to the brand’s savvy, health-conscious consumers using visual storytelling that balances energetic, real-life moments with artistic depictions of nature and ingredients. The end result is a piece that explains how New Chapter is a superior, more natural solution that works because the body recognises it as food.

Producer Samantha Derderian describes the campaign as “visually driven by emotional photography with a natural quality. Across the board, it uses natural light to create a cinematic but relatable campaign look and feel. Every element we create needs to reinforce the trifecta of nature’s wisdom, the consumer and the masterfully crafted products of New Chapter.” The work will run throughout 2024.

“Nature knows best. That’s why New Chapter Vitamins follow her example,” a VO says, as the 30-second ad shows a hiker deep in a forest. Fast-motion photography shows natural elements 0 including flowers and a school of fish - racing through their life cycles. “Transforming nature’s four billion years of wisdom into supplements with key vitamins, minerals, herbs, and whole-food ingredients crafted to work with your body, bringing the power of nature into your new chapter.” It is a reflection of the brand’s craft and commitment to honouring nature’s wisdom - from immersing oneself in the forest to the pursuit of the purest ingredients to the vitality we feel from bettering ourselves in our day-to-day lives.

“One of the biggest challenges in this category is communicating the distinctiveness and superiority of our products to the consumer,” said Lauren Adams, assistant director, marketing, at New Chapter. “We are very grateful to have such talented creative partners that go above and beyond to disrupt the status quo with breakthrough work.”

The video portion takes the viewer on a quest to be healthier and feel their absolute best. It consists of a 30-second ad, :15 and :06 cutdowns, and it will run on TV, social, display, POS, Amazon, and owned channels. The agency is also creating social and display advertising. Colossus became New Chapter’s AOR after winning the business in April 2023.

The P&G-owned brand was founded in 1982 and has consistently pioneered the category in sustainability initiatives. New Chapter is a certified B Corp, Certified Carbon Neutral and Non-GMO Project Verified company.