Melbourne, Australia – Original Source has unveiled a new brand platform titled “Refreshingly Original”, launching with an out-of-home campaign developed by Melbourne independent creative agency SICKDOGWOLFMAN.
The campaign spotlights Original Source’s Mint and Vanilla & Raspberry bodywash variants, introducing a new tone of voice and positioning aimed at cutting through what the brand describes as category clichés in the body care market.
Rolling out across multiple out-of-home formats, the campaign leans into humour and simplicity, focusing on the product’s use of natural ingredients rather than exaggerated beauty tropes often associated with personal care advertising.
Jess Wheeler, Creative Director at SICKDOGWOLFMAN, said the campaign was designed to avoid the overly polished conventions commonly seen in the category.
“The skin and body care category is awash with clichés,” Wheeler said. “Original Source is a great, simple product that uses natural ingredients in all of its scents, so there’s no need for compensating with CGI rainforests or weird product names.”
Kate Hewitt, Brand Manager at Original Source, said the new platform reflects the brand’s focus on delivering a sensory experience built around scent and freshness.
“We are thrilled to be working with SICKDOGWOLFMAN to bring that to life with a refreshingly original tone of voice,” she said.
