TituloLive life with a little more ‘ish’
Agência
Campanha Live life with a little more ‘ish’
Anunciante Associated British Foods
Marca Ryvita
Data da primeira Transmissão/Publicação
Sector Empresarial Comida
História The launch of Ryvita’s new brand campaign – taking them back onto TV screens after six years with a brand redesign and platform based on the idea, “Live life with a little more ‘ish’.”

This new brand communications platform takes Ryvita away from its traditional territory of being a functional health brand with dieting at its core to instead occupying a broader, more culturally relevant space of liberation and versatility, revolutionising the brand and the category.
Filosofia Havas’ flagship film – its first work for the brand – features a woman enjoying her Ryvita in any number of ways, and carries the message, “At Ryvita, we are about living well and eating well, with a little room for ‘ish’.”

As she adds delicious toppings onto her Ryvita, all at different times of the day, the voiceover continues: “Because ‘ish’ never judges how thick you slather... Healthy-ish. More-ish. Wonderfully weird-ish. Because when we live with a little more ‘ish’, we give ourselves some kindness.”

Whether it's strawberries and chocolate spread, melted cheese, a mix of relishes – or even peanut butter and gherkin – it’s all about living life with a little more ‘ish’. Ryvita’s Crispbreads, Crackerbread and Thins are all dolloped, slathered or dunked, demonstrating how the brand can support in modern consumers’ lives today.

Media planning and buying was handled by the7stars and includes hero spots running alongside this summer’s biggest TV shows including Love Island on ITV2, and other peak programming spots such as Gogglebox on E4, and The Midwich Cuckoos on Sky Max.
Tipo de Mídia Televisão e Cinema
Comprimento
Chief Creative Officer
Director criativo
Creative
Account Team Lead
Creative agency Havas London
CCO Vicki Maguire
Creative Director Dave Mygind
Creative Hollie Iles
Account team Nick Lee, Lottie Boniface & Kath Lewis
Head of Production Katie Keith
Head of Film Louise Bonnar
Agency producer (film) Debbie Ragasa
Agency assistant producer (film) Jan Nikawala
Agency producer (integrated) Hannah Levy
Design team Liv Ema, Sam Adams, Joshua Toogood, Sarah Butler
Head of strategy Britt Iverson
Planner Flo Sharp
Media agency the7stars
Media planner Holly Eden, Chris Herbert-Lo
Production company Dark Energy Films
Executive Producer Matt Brown
Producer Russell Curtis
Production Manager Laura Mival
Director Paul Butterworth
DoP Dan Holland
Editor John Mayes at Marshall Street Editors
Post-Production Absolute
Colour Matt Turner
Junior Colourist Juliette Wileman
VFX Artists Antonio Jimenez, Eldon Snelgrove, James Corden, James Russell, Jasmine Cooper
Sound Designer Joe Marsden
Online Editor Joseph Wolfenden-Williams
Executive Producers Sally Heath, Jenna Le Noury
Senior Producer Rosanne Crisp
Producer Roberta Fox
Production Assistant Yasmin Tilly
Animation Studio Blind Pig
Animators/Motion Graphics Artists Christine Peters, William Smith
Animation Producer Ana Hoxha
Music Composer Thomas J Indge
VO Sharon Oji
Audio post-production Creative Outpost & Absolute Post
Brand redesign Springetts

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