Ritual came to us with a challenge. Sure, people knew who they were—a vitamins, minerals and supplements company — but not why they were better. The fact is: most supplements on the market are chock full of less-than-stellar ingredients—while Ritual is made traceable, with high-quality ingredients, ethically sourced and transparently displayed. But how do you breakthrough in an industry where most of the communications are sterile, formulaic supplement ads?

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We created “Trace Like a Mother,” a category-defining subversive, integrated campaign that balanced the badass attitude of a motherf*cker, with the charisma and warmth of a mother who has no-BS approach to trace high-quality ingredients and never settle for less than the best for themselves and their families. Our ads film infused humor and expletive-laced authenticity to capture a day in the life of our mom – balancing life and motherhood with the same obsession that Ritual applies to every ingredient in their vitamins.

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The campaign garnered 345 million impressions, received a 50% life in ad recall and a 5.5% boost in brand awareness.