Åkestam Holst’s first campaign for sports nutrition company Maurten is completely anonymous. Leaving the beaten track the film, directed by Madja, introduces what at first seems like a typical sports spot to then reveal an unusual twist. A distorted and blurred journey that contemplates the world of sports nutrition, highlighting the brand’s premise: athletes love their product, but are faced with strict non-compete sponsorship deals by other brands. By offering un-branded versions of their existing products, athletes are now free to keep enjoying the benefits of their products without risking their sponsorship deals.
AdAge’s Editor’s Pick and #1 creative work of the week.Comment from Madja in the Drum.