Nutrition brand Huel has launched its first global brand campaign.
The campaign ‘Every Fire Needs Its Fuel’, devised by creative agency Ark Agency, will run in the UK and the US from 1 January.
It features two hero films, one 60 seconds and the other 30 seconds, directed by Magna Studio’s Phoebe Arnstein, that will run across connected TV, broadcast video-on-demand, streaming sites, and Youtube.
The campaign also includes social media shorts and ambassador activations.
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The ad features ‘When a Fire Starts to Burn’ by Disclosure and features a voiceover from UK rapper Outlaw the Artist.
Stitch’s Rich Woolway handled the editing and sound design was handled by Sam Ashwell at 750mph.
Ark Agency co-founder Mat Goff said: “Huel is a phenomenal British success story and has achieved incredible growth across the last nine years. Now is the time to take Huel to the next level here and in the US and elevate the brand into the collective consciousness.”
Mike Wilton, co-founder of ARK, added: “‘Every Fire Needs Its Fuel’ is an anthem to Huel drinkers everywhere. An anthem to everyone who has a fire burning inside them that pushes them to achieve and be more. Huel is for those looking for the fuel keeps them pushing towards their goals and the opportunities they crave”.
