Work - Kathryn Cox Creative Direction

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“Confidence is an inside job.”

— Davina McCall

At ITN Productions we created Ryvita’s ‘Get More Good In’ campaign starring Davina McCall, in collaboration with Wavemaker and the James Grant Group. The campaign invites women to ‘Get More Good In’ by living healthier lifestyles. In a series of films, Davina meets real women (45 yrs.+) who are making changes in their lives, as they discover new ways to get active. The campaign also sees Davina making inspiring RYVITA recipes and in conversation with author Sarah Rayner on developing a more positive mind-set. Praised for Davina’s friendly honesty and for representing women who are relatable, the campaign is currently live across Ryvita.co.uk and social channels, with support from press editorials. Client: Ryvita Media Agency: Wavemaker Production Company: ITN Productions Head of Creative: Kathryn Dufty Producer: Noelia Lage Director: Simon Waldock Client Services Director: Adam Barnett Account Director: Laura Gao James Grant Head of Content: Will O’Connor Project Manager: Lydia Shaw Production Manager: Claire Lambert Production Assistant: Georgie Brown Offline & Online Editors: Rhyss Hall & George Sonei Ryvita Marketing Director: Kyrsten Halley Ryvita Marketing Manager: Tessa Lomax

RYVITA

DIGITAL. SOCIAL. CONTENT. EDITORIAL.

Ryvita wanted to expand beyond healthy eating to become as a healthy lifestyle brand. I created with Ryvita’s ‘Get More Good In’ campaign starring Davina McCall, with the team at ITN Productions, in collaboration with Wavemaker and the James Grant Group. The integrated digital, social and editorial campaign encourages women 45 yrs.+ to live healthier lifestyles, with the messaging that eating well and living well helps the body, soul and mind. The ‘Get More Good In’ creative spans films and photography and appears as a takeover on Ryvita.co.uk.

We created real life films with Davina, as she meets women who have reached a point in their lives where they have decided to get active. Along with Ryvita recipe films and editorial style content featuring Davina in conversation with author Sarah Rayner on how to build inner-confidence.

Praised for Davina’s friendly honesty and representing real women, the campaign was repurposed in multiple formats for Ryvita’s social channels.

Credits:
Creative & Production: ITN Productions Advertising
Head of Creative: Kathryn Cox
Producer: Noelia Lage
Director: Simon Waldock

Production Manager: Claire Lambert
Production Assistant: Georgie Brown
Offline & Online Editors: Rhyss Hall, George Sonei, Danielle Hailstones & Benjamin Rose
James Grant Head of Content: Will O’Connor

Ryvita Marketing Director: Kyrsten Halley
Ryvita Marketing Manager: Tessa Lomax

Media Agency: Wavemaker
Account Director: Laura Gao
Project Manager: Lydia Shaw