The major campaign by JOY supports the launch of ATHENA Sports Nutrition, a new brand that aims to empower women in sport, from grassroots level to Australia’s leading professional athletes.
ATHENA’s parent company, Vitaco Health, noticed a gap in the sports nutrition category after it had been dominated by men’s brands for years. But not anymore. Born from a collaboration between nutrition experts and professional female athletes, ATHENA is a sports nutrition line specifically designed for women’s biological formulas, with ingredients like iron, calcium, collagen, and performance-enhancing proteins.
ATHENA’s mission is to empower women at all levels of sport. JOY has partnered with Vitaco Health to develop the largest women’s sports nutrition advertising campaign to date in Australia and New Zealand, with over $2 million invested and strong market distribution and media support.
“We built the ATHENA brand on the science behind what female athletes need, as well as the first-hand experience of real athletes and experts,” said Christy Liddell, Marketing Lead for ATHENA. “Our mission is to be the premier sports nutrition brand to improve performance and optimize recovery for female athletes at all levels. JOY was tasked with launching the new ATHENA brand in an impactful way, celebrating the ATHENA athletes who use our products and the benefits they provide over the competition.”
Three incredible female athletes have been selected as ATHENA’s first ambassadors – Matilda’s Kyra Cooney-Cross, professional netballer Kim Ravaillon and basketball shot ace Emma Clarke – and will be the faces of the first campaign, “MADE DIFFERENT”. The campaign strategy is driven by connected thinking with PR, creative, social and media teams working seamlessly together across digital, outdoor and social media platforms.
Martin Patton, President of JOY, said: “We are incredibly honoured to have been involved in a campaign for a category game-changer like ATHENA, from conception to launch. ATHENA is unique in the market and arrives at the perfect time to support the next generation of promising athletes – we hope you’ll be as inspired by them as we are.”
Libby Young, Creative Director at JOY, said: “It has been a dream to be part of ATHENA’s journey from the beginning and contribute to a brand that is 100% committed to women. Working with our client-partners, our creative goal was to celebrate the strength and power of all female athletes, their aspirations and what makes them stand out. Audiences will see a new side to our ambassadors beyond the field and court, their journeys, their training and their path to success.”
Client: ATHENA
Head of Marketing: Christy Riddell
Vitaco Health GM: Alex Bowden
Brand Manager: Angela Tarrant
Us Brand Manager: Christy Lervasi
Agency: JOY
Director/Strategist: Martin Patton
Creative Director: Libby Young
Designer: Sarah Straker Williams
Designer: Nico Henriksson
Integration Director: Amar Narula
Account Director: Joel Wilson
Account Executive: Olivia Migliorino
Media Account Director: Marissa Williamson
Social Account Director: Jordan Sisson
Director of Operations: Oscar Berken
Studio Manager: Cass Hunter
Studio Artist: Alex Hurst
PR: Cheeky Little
PR Director: Steph Hudson
Produced by: Chisel
Partner: Zach Kaczmarek
GM: Isabel Sheets
Director: Emily Mays
Senior Producer: Emma Whitehouse
Australian Crew:
Director of photography: Jarryd Sinclair
Directed by: Nick Damiakis / Teletano Leti
Grip: Jonathan Scott / Josh Turner
Still: Mackenzie Sweetnam
London Crew:
Director of photography: Natalia Safronova
Directed by: Holly Mapp
Still Photographer: Gray Hughes
Edited by: Chisel Post
Mix: Clan
VFX: White Chocolate
Rating: Peter Danks
