Vital Greens asked us to revitalise their brand in the busy health and supplement market. The challenge was to describe the indescribable feeling that Vital Greens gives you. So we checked with the loyal fans of the product who quickly let us know that it just makes you feel better. To describe it faithfully we invented a new term, “More Betterness,” which sums it up perfectly. 


The Vital Greens “more betterness” campaign was launched in Australia and New Zealand using an origami-style animation that highlighted the key benefit of the product - two teaspoons of Vital Greens has "more betterness" than 20 vitamin tablets.