Feed Your Cravings

Objective: introduce a new food-company-first positioning to Quest Nutrition's audience, that establishes the Quest products as delicious healthier alternatives to your favorite snacks. Build assets to support Quest's first national media campaign across digital, out-of-home, and TV.

Role: Creative Direction

Production Company: More Media

Producer: Niles Hogue

Director: Jerzy Dytkiewicz

Copywriting: Levi Harris

The first major media campaign for Quest Nutrition, this creative was built to entice a new, mainstream consumer. No longer just a protein bar for the bodybuilders and gymrats, Quest was now a delicious, better-for-you version of all of your favorite treats.

How to turn a nutrition brand into a food company? Shoot a traditional (in the yummy sense) food commercial! We enlisted one of the world's best tabletop directors, Jerzy Dytkiewicz, and brought him to the US to create some slow-motion spectacles.

Along with OTT and other conventional video placements, the media campaign included out-of-home digital billboards at major airports like LAX, signage in gyms, but also some experimental tactics.

TrueX offered "interactive" advertising on Hulu, where viewers could use buttons to make simple selections. Most brands where using this for call-to-action cards (eg. click here to buy this, or here to buy this), but we decided to take it a step further and really push the functionality. We built a full choose-your-own Quest adventure that took viewers on a weird and wonderful journey based on which Quest flavor they began with (think Netflix's Bandersnatch before it was cool).