Hard Work Club’s evocative new ad for wellness e-commerce retailer Well.ca shows the transformative effect its products can have.
“Let Wellness In” represents the company’s first brand-focused marketing as it looks to strengthen its position in the fast-growing health and wellness category.
The 30-second spot opens on an expectant mother bringing home an order from Well.ca before showing life — both human and natural — flourishing within its walls. As the dialogue-free spot continues, we see life unfolding and thriving amid a riot of colourful flowers and greenery covering the walls and floors.
Hard Work Club Partner and Creative Director, Meghan Kraemer says the creative approach is meant to show how wellness can bring a sense of magic to everyday moments and connect us to our surroundings.
“Using CGI, we created a visual metaphor for personal growth, joy and wellness,” says Kraemer. “Showing that small acts, over time, can make a big impact. We hope the spot resonates with Canadians on a deeply emotional level, encouraging them to visit Well.ca to discover their own ways to let wellness in.”
Hard Work Club and Circle Productions took a unique approach to the production, with director Shaunoh shooting over four days in his own home, using members of his family as the cast. The goal was to authentically depict the bond between a mother and child, capturing the full spectrum of daily life—from tears and tantrums, to quiet moments at bedtime.
“We wanted all Canadians—even the way-too-busy ones—to feel like they’re able to let a little wellness into their lives, imagined through our new campaign,” says Stephanie Barrington, VP of Marketing at Well.ca. “We’re beyond pleased with how the team at Hard Work Club has made people relate to and be moved by our brand offering, especially considering the unique production path we took to get here.”
The campaign debuted during the recent Academy Awards telecast and will be running through the end of April across TV and online video.
Well.ca is a proudly Canadian company that’s passionate about our customers, our business, and the products we offer. At Well.ca, we believe that Canadians should never have to compromise on the health, wellness, baby and beauty products that they choose for themselves and their families. With over 40,000 curated products, thousands of peer reviews, and Canada’s largest assortment of green and natural brands, we make it easy to make choices you can trust. Well.ca is a wholly owned subsidiary of McKesson Canada.
Campaign Title: Let Wellness In
CMO, McKesson Canada: Erin Young
VP Marketing, Well.ca: Stephanie Barrington
Director of Acquisition, Well.ca: Ken Fobert
General Manager, Well.ca: Nicole Flynn
Senior Marketing Manager, Well.ca: Kathy Ribeiro
Agency: Hard Work Club
Partner/Creative Director, Design: Christian Buer
Partner/Creative Director, Writer: Meghan Kraemer
Creative Director, Art Director: Barbato Martiniello
Creative Director, Writer: Gabrielle Makarewicz
Agency Producer: Lindsay Hann
Designer: Dameon Neath
Partner/Growth + Operations: Cameron Stark
Production House: Circle Productions
Director and Director of Photography: Shaunoh
Executive Producer: Karen Tameanko
Producer: John Scarth
Editorial: Outsider Editorial
Editor: Michael Barker
Assistant Editor: Nathan Olszewicki
Executive Producer: Kristina Anzlinger
Producer: Kayan Choi
Post Production: Studio Feather
Colour: Ana Escorse
Colour Assist: Janella Cabus
VFX/Creative Director: Julian van Mil
CG: Julian van Mil, Luke Bellissimo, Karol Kisiel
Compositing: Julian van Mil, Luke Bellissimo, Matthew Dochstader
VFX Assist: Dequiera Atherton
Executive Producer: Sara Windrim
Audio House: OSO
Creative Director: Daenen Bramberger
Sound Design: Dylan Groff and Omid Geadizadeh
Executive Producer: Hannah Graham
Media Agency: Media Experts