Vital Proteins® and Jennifer Aniston Announce Every Moment is Vital Global Brand Campaign and New Protein And Collagen Bars

The company introduces a new brand campaign featuring Chief Creative Officer Jennifer Aniston, with a spotlight on a new line of protein and collagen bars Aniston collaborated to create, along with her other favourite products.

Told through the lens of mixed media, the campaign is a scrapbook of film, photography, and never-before-seen personal photos that tell the story of Aniston’s wellness journey and how her daily routine with Vital Proteins supports her commitment to wellness every step of the way.

Filmed by director Damien Chazelle, with campaign photography by Cass Bird, and original music composed by American film composer Justin Hurwitz, the content will appear across broadcast, streaming, OOH, digital and social media.

Now more than ever, many are focused on their health and wellness efforts. Aniston’s beautifully crafted journey showcases real habits and rituals that she has recently integrated into her daily routine, such as journaling. The new campaign encourages viewers to champion the small, simple ways they commit to wellness. No matter how you personally define what wellness means to you, every moment is vital.

As CCO, Aniston has been heavily involved in product innovation and evolution. Featured in the campaign are the newly released VITAL PROTEINS® & JENNIFER ANISTON™ BARS, three delicious protein and collagen bars designed and developed in collaboration with Aniston.

Aniston, who regularly consumes bars, found that none of them were quite right, and wanted to create a bar sized to fit her lifestyle that includes key ingredients that she hadn’t seen in bars to date.

“I spent the last year collaborating closely with the Vital Proteins team on this new bar collection, helping to handpick the ingredients and flavours that I love. I can’t wait for people to try them out,” said Jennifer Aniston, CCO of Vital Proteins.