September 1 2025, 11:02 am | BY Ricki Green | 1 Comment
Ferro-grad, in partnership with Bureau of Everything (BoE), has launched a new brand platform Energy Ferro-After, positioning the brand as a faster-acting, first line defence for iron deficiency. The campaign challenges outdated narratives that men need to sweep in to save the day, instead casting women as the heroes, taking their well-being into their own hands.
Iron deficiency affects nearly one in three Australian women, often leaving them feeling fatigued. Consumer research shows that the diagnosis is complicated by a common worry that taking iron supplements comes with side effects that might make them feel worse. Rather than delivering the facts in a conventional way, this campaign takes a more entertaining approach to delivering the good news.
As General Manager of Wellness, Laurent De Meyer puts it, the campaign marks a shift in how the category is approached: “Iron supplement advertising has traditionally been functional and uninspiring. With our new campaign, Ferro-grad reimagines the category through the lens of the Sleeping Beauty fairytale, transforming it into a powerful metaphor for the fatigue of iron deficiency. It’s a celebration of women rising, re-energised and ready to take on the world.”
The team collaborated with ex Disney animators at production company Cirkus to bring the idea of an alternate fairytale ending to life. Crafted frame by frame with hand animation over months, each scene unfolds against richly painted backgrounds with subtle subversive touches, deliberately breaking away from the category’s predictable visuals of smiling, dancing women against branded backdrops.
Says Cam Blackley, CCO, BoE: “We took great care in finding the right production partner to craft the idea of rewritten fairytales authentically. This is the kind of work that proves that you can create cut-through in any category (even one that discusses constipation) if you have an entertaining, well- executed idea.”
The campaign will roll out across TV, online video, YouTube and pharmacy channels, aiming to spark conversation and inspire action among Australian women.
Creative Agency: Bureau of Everything
CCO: Cam Blackley
CD: Jardin Anderson
CSO: Emily Taylor
GSD: Vanessa Graham
GBD: Esther Knox
EP: Cathy Rechichi
Producer: Zorrica Blackley
Production: Cirkus
Animation Direction: Christian Greet
Storyboarding: Amber Edwards
Illustration: Amber Edwards, Christian Misola Fenis, Bo Klijn, Dilmi Amarasinghe
Animation: Jared Beckstrand, Amber Edwards, Christian Misola Fenis, Kai Phillip, Sophia Aizon and Ty Jepsen
Producer: Marko Klijn
Client: VidaCorp
General Manager, Wellness: Laurent De Meyer
Marketing Manager Olivia Grey