ON 25th Hour
Campaign
ON 25th Hour
Campaign
ON 25th Hour
Campaign
- Casestudy
- Casestudy
- Casestudy
Optimum Nutrition (ON) is one of the world’s leading sports nutrition and supplement brands. It was founded in 1986 and is currently owned by Glanbia, a global nutrition group based in Ireland.
Optimum Nutrition (ON) is one of the world’s leading sports nutrition and supplement brands. It was founded in 1986 and is currently owned by Glanbia, a global nutrition group based in Ireland.
Optimum Nutrition (ON) is one of the world’s leading sports nutrition and supplement brands. It was founded in 1986 and is currently owned by Glanbia, a global nutrition group based in Ireland.
Client
Client
Client
Optimum Nutrition
Optimum Nutrition
Optimum Nutrition
Service
Service
Service
Social Media campaign
Social Media campaign
Social Media campaign
Industry
Industry
Industry
Fitness & Supplements
Fitness & Supplements
Fitness & Supplements
Year
Year
Year
April 2025
April 2025
April 2025
Campaign Overview
Campaign Overview
Campaign Overview
Optimum Nutrition (a Glanbia sports-nutrition brand) launched the “25th Hour” (often #Unlock25thHour) campaign in India around New Year 2025. The goal was to motivate busy fitness enthusiasts to “create” an extra hour in their day by using small pockets of time for exercise. The core insight was that people often skip workouts with the excuse “time nahi hai” (“I don’t have time”), so the campaign framed everyday idle moments (waiting in line, scrolling on phone, etc.) as opportunities for quick workouts.
Optimum Nutrition (a Glanbia sports-nutrition brand) launched the “25th Hour” (often #Unlock25thHour) campaign in India around New Year 2025. The goal was to motivate busy fitness enthusiasts to “create” an extra hour in their day by using small pockets of time for exercise. The core insight was that people often skip workouts with the excuse “time nahi hai” (“I don’t have time”), so the campaign framed everyday idle moments (waiting in line, scrolling on phone, etc.) as opportunities for quick workouts.
Optimum Nutrition (a Glanbia sports-nutrition brand) launched the “25th Hour” (often #Unlock25thHour) campaign in India around New Year 2025. The goal was to motivate busy fitness enthusiasts to “create” an extra hour in their day by using small pockets of time for exercise. The core insight was that people often skip workouts with the excuse “time nahi hai” (“I don’t have time”), so the campaign framed everyday idle moments (waiting in line, scrolling on phone, etc.) as opportunities for quick workouts.
In short, the objective was to overcome the “no-time” barrier and drive fitness consistency by showing how to “unlock” more of oneself through creative time management.
In short, the objective was to overcome the “no-time” barrier and drive fitness consistency by showing how to “unlock” more of oneself through creative time management.
In short, the objective was to overcome the “no-time” barrier and drive fitness consistency by showing how to “unlock” more of oneself through creative time management.
Moodboard
Moodboard
Storyboard
Storyboard
Storyboard
Styleframe
Styleframe
Styleframe
