Case Studies: No. 1 Living

by Clare Cassidy

It’s not often you get approached by a sports legend to help promote his brand, and what a pleasure it was to work with the rugby icon Jonny Wilkinson. Any guesses what this particular brand was? Rugby balls? Luxury watches? Designer clothes? Not for our man Jonny. Now Kombucha juice is not the first thing I would associate with a sports hero, but that is exactly what Jonny Wilkinson has spent the last few years putting his heart and soul into. No.1 Living is his brainchild and the result of a long journey with nutrition and health. Our brief was to promote their great tasting, health drinks with an advert that was ‘full of life.’

It’s always a treat to work with a team that has a strong grip on their brand values and visual style. Although we were promoting a health drink, this team wanted to aim it at everyone, not just yoga loving middle class mums! To achieve this, we decided to really focus on the colourful fresh ingredients in the drinks. We also wanted to involve Jonny somehow, but not as a celebrity tack on. The beauty of this brand is how it is the product of Jonny’s journey with physical and mental fitness. As a former fly-half, he represented England many times and who can forget that winning drop goal in the 2003 Rugby World Cup. In a way Jonny was always practising mindfulness. The idea of Jonny kicking the ball, focussed and still, which then transforms into a drink is both symbolic of his journey from professional Rugby to a leading voice in holistic wellbeing, and the relationship between performance and nutrition.

These thought processes may not be obvious when you first view our happy, upbeat video, but this in-depth background research always informs our creative process. At the end of the day, it’s not just a brand to us, it’s a new idea, and somebody’s dream. So, feel free to come share your passion project with our team at Curious Crab, whether you have a CBE or not. We love rubbing shoulders with celebs like Jonny, but any dream will do.