The problem with a great tasting fibre bar – well fibre. The client wanted to get across the message that Fibre 1 bars and cereal are not what you think fibre is. We decided to fight fibrism (a term coined for people who put down fibre), with a campaign that asks you to rethink the way you think about fibre. Digital elements included: an open letter to Google asking them to stop ‘de-listing’ fibrism as a search term as it is a real ‘problem’, and a fake skip button on pre-roll that points out you’re being a fibrist when you hit skip. These all pointed to a not-boring website – designed with multiple viewports on a massive page to allow users to explore the multi-dimension that is delicious Fibre1 – brought to life with amusing gifs, beautiful illustrations and amusing, unfibre like copy.
As part of the campaign to rethink fibre, we created a fake skip button on our preroll video. When a user clicks on the ‘skip’ button, overlays serve you a message and accuse you of being a fibrist for not enjoy the delicious fibre commercial. After 3 clicks we added you to a national list of ‘fibrists’, which really worked for click throughs as consumers panicked to find out what they had just done.
