THORNE
About THORNE
The work made for THORNE runs to 4 verified projects since 2019 — mostly Campaign, Brand and Marketing. Most of it comes from 2 teams, including Droga5 and BUCK. The people who work most often on THORNE projects include Aaron Matys, Gilles Desmadrille and Zach Horn.
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The Frontier Within
Thorne is an innovative health-solutions provider offering a portfolio of premium supplements and at-home diagnostic test kits. Thorne has become synonymous with quality and innovation among health-care practitioners, but looking to the future, it wanted to become a household name in the luxury health-care space with a greater focus on direct-to-consumer sales. Thorne and its audience share a common goal: to defy expectations of good health. Our research revealed that, no matter what level of “good health” our audience achieves, they always strive to improve their health. This mirrored Thorne’s own ambition to challenge the status quo of the health-solutions category. Together, these truths inspired a new brand purpose for Thorne: to defy expectations of good health. Good health is the basis of all good experiences, but people tend to forget this, spending time and money designing their lives from the outside in. We wanted people to not only reconnect with their body but to look at it with the same awe and respect as Thorne. This meant seeing their body as a space where the next leap in human progress will likely stem from. So we reframed the human body as The Frontier Within: a place where Thorne is redefining expectations of what it means to be healthy. It came to life as film and social assets that take us on a journey to a mysterious, vast frontier before revealing that the frontier is in fact the human body. All touchpoints started a conversation with the consumer about their body and its unique needs, leading to a tailored, integrated solution from Thorne. We started with setting Thorne’s strategic brand foundations. Droga5 developed custom segmentation and audience journeys for Thorne, which became the basis for its positioning, messaging and communications approach as well as product and portfolio evolution. To launch “The Frontier Within”, we created an immersive installation and website that brought people face to face with their own bodies. Biometric sensors captured respiratory, circulatory and neurological biodata, which was turned into a living, breathing inner portrait on a 21-foot screen and revealed the awe-inspiring frontier within every one of us. That portrait was then turned into an Inner Selfie to be shared on social media. An interactive web experience let everyone who couldn’t attend the installation create their own Inner Selfie as well.
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