The work

The brief: launch Carman's new Energy Bar range (guarana, fibre and protein) in a way that would cut through in a category that mostly talks in macros. The answer was a campaign platform built around a feeling everyone already knows: the exact moment your energy runs out and you can't push past it. Two hero films, Factory and Runner, put people in that moment, and were distributed across paid social, BVOD and programmatic media placements. Nano creator and influencer content carried the same feeling into the community's feeds, each testing product-led openings against lifestyle and creative-messaging hooks. The feeling went physical too. At the Carman's x SoleMotive Fun Run, a bespoke wall archway sat at the entrance to the activation space, letting runners photograph themselves breaking through the wall they'd just hit on the course. At NOVA's Melbourne office, we built an actual wall of product and let the NOVA team break through it to get to their afternoon pick-me-up, turning a 2pm energy dump into a sampling moment with exactly the right audience. Surprise & Delight PR boxes went out to workplaces and creators with a social following, the kind of people who hit that 3pm wall themselves. Underneath it all, a paid Build, Connect, Nudge structure ran across Meta and YouTube, retargeting warm audiences with SKU and promo-led statics once awareness had landed, and a community management play responded to people "hitting a wall" online.