Robert Boyle : Art Director

The protein space had become democratised and increasingly indistinct. The “For Every Move” campaign for Avonmore Protein Milk sought to position the product as an everyday essential and not just a post work-out drink.

The campaign challenges the protein category’s traditional focus on gym culture and elite performance, instead reframing protein as something that supports movement in all its forms- from commuting and working to play and daily routines.

It reinforces the message that high-quality protein supports every move, not just training days.
The campaign places a strong emphasis on sensory detail, with the sound design and visual style helping to create sort of an ownership of movement itself.

Credits
Client: Avonmore
Director, Consumer Domestic: Mandy Hennebry
Marketing Manager: Nikki Wallace
Senior Brand Manager: Grainne Murray
Assistant Brand Manager: Demi Miranda
Retail Shopper Marketing Manager: Stuart Scott
Agency: goosebump
Managing Director: Sarah Love
Executive Creative Director: Robert Boyle
Creative Director: Peter Queally
Senior Art Director: Ciara Griffin
Copywriter: Alex Hayes
Head of Strategy: Bríona McArdle
Head of Client Services: Sarah Clinton
Producer: Jessica Derby
Account Director: Sinead Brennan
Account Manager: Josh Cook
Head of Social: Jade McClafferty
Social Media Manager: Laura Gari Draper
Production Company: Piranha Bar
Director: Richard Chaney
Head of Production: Emily Brady
Producer: Anthony McCaffery
Director of Photography: Burschi Wojnar
Visual Effects: Aidan O’Leary, Jack Bowler
Compositing: Andrei Filip, Aidan O’Leary
3D: Cormac Kelly
2D: Emma Petersson
Original Music & Sound Design: Denis Kilty (denis.)
Photographer: Christopher Lindhorst
Model Agency: Ipanema Agency
Wardrobe: Una O’Boyle
Make-up: Ailbhe Lynch
Retouching: Rob Dewey