Time. Honoured.

Craft - Photography - Series

2024

LG2, Quebec/Montreal/Toronto
w: lg2.com

Chief Creative Officer: Josh Stein Executive Creative Director: Ryan Crouchman Designer: Jessica Brasil Copywriter: Daniel Kanhai Photographer: Saty & Pratha Account Director: Antoine Levasseur Client: Health Hut

Health Hut wanted to promote the idea of natural aging in a way that didn't perpetuate unrealistic ideals of eternal youth. We created a platform that highlights their devotion to plant-based ingredients,and celebrates beauty past its so-called prime. We call it 'Time. Honoured.' The campaign helped Health Hut stand out in a category full of tired clichés of youthful imagery, while reinforcing their belief that aging naturally, with all its textures and flaws, can be beautiful.