Boosted: More-ing
Boosted wanted to inspire a creative audience by associating the brand with boundary-pushing artistic expression. The client needed a campaign to showcase how creativity transforms everyday spaces, bringing surprise and joy. The challenge was to introduce "Moreing" - an unconventional urban art form - through an inspirational visionary, positioning Boosted as a brand that champions innovation and the next big thing in art.
Creative Idea
Boosted showcased Leo Addison's "Moreing" urban art, proving creativity can transform any space.
Boosted launched the "Moreing" campaign to showcase a unique art form where creativity knows no boundaries, with Leo Addison presenting unconventional urban art as a way to surprise and bring joy by transforming everyday spaces into unexpected canvases.
The Art of the Multi-Million Dollar Media Hijack
Piggybacking on a Rival's Budget
The "More-ing" campaign is a masterclass in Borrow Equity strategy. Rather than funding a traditional media buy, Boost Mobile leveraged the massive, multi-million dollar spend of ING Direct. By purchasing 5 - to - 10 - second "top - and - tail" slots immediately following ING’s "Orange Everyday" commercials, Boost effectively "stole" the audience's attention. The execution was so seamless that many viewers mistakenly believed the two brands had formed a corporate alliance, allowing the challenger telco to project the image of a much larger, established player.
Provocative Thinking and Contextual Disruption
The Monkeys co - founder Justin Drape described the project as "provocative thinking" that enabled a smaller brand to "punch above its weight." The campaign relied on a literal interpretation of the brand name "Boost" - taking an existing cultural moment and enhancing it. This "media hijacking" sparked an industry - wide debate regarding the ethics of ambush marketing on television, as Boost used Droga5’s creative assets for ING as the setup for their own punchline.
Reaching the Unreachable Demographic
The strategy was specifically designed to resonate with the 18 - 24 youth demographic. By adopting a "cheeky" and "rebellious" tone that mocked the earnestness of traditional banking ads, Boost achieved a significant spike in brand recall. The campaign utilized young, relatable Australian actors who mimicked the aesthetic of the original ING ads before breaking character to promote Boosted mobile plans. This high - frequency "piggybacking" resulted in national reach for a fraction of the cost of a standard prime - time launch.
Creative Strategy Deconstructed
Company
Boosted provides nutrient-dense smoothies defined by the core product concept of 'adding more' vitamins and ingredients to a standard drink. Their brand equity is built on the idea of abundance and providing extra value beyond basic refreshment.
Category
The healthy beverage category typically focuses on 'less is more,' emphasizing the removal of sugar or additives through clinical, minimalist marketing. They often rely on earnest, preachy health claims that feel restrictive rather than celebratory.
Customer
Consumers were fatigued by restrictive wellness messaging and 'free-from' diets. They craved a sense of creative freedom and a brand that used irreverent, self-aware humor to celebrate the joy of abundance rather than the discipline of health.
Culture
The rise of the mockumentary format and the internet's fascination with eccentric 'outsider' visionaries allowed the brand to use parody as a tool for authenticity. It tapped into a cultural desire to 'un-box' our lives.
Company
Boosted provides nutrient-dense smoothies defined by the core product concept of 'adding more' vitamins and ingredients to a standard drink. Their brand equity is built on the idea of abundance and providing extra value beyond basic refreshment.
Category
The healthy beverage category typically focuses on 'less is more,' emphasizing the removal of sugar or additives through clinical, minimalist marketing. They often rely on earnest, preachy health claims that feel restrictive rather than celebratory.
Strategy:
Use the absurdity of maximalist art to frame the brand’s nutritional abundance as a creative, boundary-breaking philosophy.
Customer
Consumers were fatigued by restrictive wellness messaging and 'free-from' diets. They craved a sense of creative freedom and a brand that used irreverent, self-aware humor to celebrate the joy of abundance rather than the discipline of health.
Culture
The rise of the mockumentary format and the internet's fascination with eccentric 'outsider' visionaries allowed the brand to use parody as a tool for authenticity. It tapped into a cultural desire to 'un-box' our lives.
Strategy:
Use the absurdity of maximalist art to frame the brand’s nutritional abundance as a creative, boundary-breaking philosophy.
Strategy Technique
Borrow Equity
Boosted leverages Leo Addison's 'Moreing' art to associate itself with boundary-pushing creativity. It borrows the innovative equity of this unique art form to position the brand as a champion of the next big thing.
Explore Technique
Creative Technique
Use Art
The campaign directly leverages Leo Addison's 'Moreing' art form. It showcases unconventional urban art to associate Boosted with boundary-pushing creative expression.
Explore Technique
Craft Breakdown
This campaign's craft is exceptional in its Art Direction and Production Design, creating a visually distinct world that perfectly embodies the abstract 'Moreing' concept, supported by strong Editing that maintains its playful, unconventional tone.
The conceptualization and execution of the 'Moreing' installations are highly original and visually striking, transforming everyday objects and environments into thought-provoking and whimsical art pieces.
The diverse range of 'Moreing' projects, from the multi-skateboard ride to the 'B-Ball Tree' and 'Satellite Sphere,' demonstrates impressive scale and intricate detail in their construction and integration into urban settings.
The editing skillfully weaves together interviews, artistic demonstrations, and philosophical monologues, maintaining a dynamic flow that keeps the audience engaged with the quirky and innovative narrative.
The cinematography effectively captures the unique aesthetic of each 'Moreing' creation and the vibrant personalities of the 'More'ers, using varied shot types and angles to highlight the scale and detail of the art against the urban backdrop.
The synergy between Art Direction and Production Design is paramount, as the imaginative concepts are brought to life through meticulous construction and placement within the chosen environments, creating a cohesive and compelling artistic vision.
