Lygilega góðir gerlar

LGG+ / MS

When MS redesigned the packaging for LGG+, our team at Hvíta húsið was asked to explore how motion could bring the new identity to life. The product had traditionally felt quite medicinal and aimed at an older audience, even though probiotics are relevant to everyone. We wanted to shift that perception and make LGG+ feel more playful, approachable and alive.

Together we developed the concept and the playful character at the centre of the campaign. We built a visual world around Lygilega góðir gerlar, treating LGG almost as an abbreviation for our own slightly ridiculous name.

I storyboarded and animated the campaign, and produced much of the content across social, web and OOH. In a second phase, we expanded the idea into contextual digital banners that played with specific words and placements, making the campaign more playful and relevant to where it appeared.

Concept
Helga Valdís Árnadóttir, Anna Pálína Baldursdóttir & Guðrún Jónsdóttir
Art Direction
Helga Valdís Árnadóttir
Motion Design
Guðrún Jónsdóttir
Illustration
Anna Pálína Baldursdóttir
Sound Design
Jóhann Ómarsson
Copy
Snjólaug Lúðvíksdóttir
Red and white organic forms moving against a blue background.
Colourful illustrated shapes from the LGG+ film.
A red illustrated form moving against a yellow background.
A white numeral and colourful organic shapes on pink.
A red organic silhouette moving against a blue background.
Animated letters and colourful shapes from the film.
LGG+ social campaign posts with colourful packaging and Icelandic copy.