Centrum, a multivitamin brand, has unveiled ‘Vitamin See’ — a first-of-its-kind wellness experience that transformed Dubai’s Kite Beach into a living canvas of human health and creativity, created and brought to life by Horizon FCB Dubai.
In a country where more than 90 per cent of people live with at least one vitamin deficiency, Centrum Haleon set out to change how people perceive wellness — from something invisible and clinical to something vibrant, emotional and real.
The objective of the campaign was to reframe multivitamins from optional medicine or a pill that everyone avoids, to everyday essentials. The campaign also had an informative objective – to educate people about deficiencies through art and convert awareness into action through personalised deficiency reports and product purchase links.
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The ‘Vitamin See’ beach activation made that possible through a striking fusion of science, technology and art, showcasing vitamins like never before using microscopic photography and reactive design brought to life in an entertaining experience.
Inside the dome, visitors’ vitamin and mineral levels were translated into immersive visuals — light, sound and colour that reflected their inner health in motion.
Each element of the space brought the unseen world of vitamins to life, turning scientific data into something audiences could feel and connect with.
Beyond the dome, the experience was amplified through digital, outdoor, and influencer-led storytelling, with creators and wellness advocates sharing their own ‘Vitamin See’ moments online.
The campaign was also rolled out in the form of mobile billboards, a digital and social campaign, audio on Anghami, as well as influencer content and radio interviews.
Influencer collaborations helped promote the activation, showcasing what is it about, amplifying it on social media and creating content that made it a hot event to attend this week in Dubai.
Content creators also helped educate and explain everything about the activation, and the benefits of the brand and vitamins. The impact was tangible: Thousands of people showed up and hundreds of thousands viewed the influencers content on social media.
The campaign sparked regional conversation around the importance of daily vitamins, not just for recovery, but for everyday wellness and living fully.
The activation drew coverage from leading media outlets, celebrated as a breakthrough in how health brands can educate through visual Art.
With ‘Vitamin See’, Horizon FCB demonstrated what wellness communication looks like — turning invisible data into visible impact, and creating an experience that will be remembered long after the lights fade.
The success of the campaign is being measured by footfall attending the activation, increase in followers on Centrum Gulf’s social media channels, conversion ratio from the activation on e-commerce, as well as engagement numbers during and post the activation on social media.
CREDITS:
Client: Centrum Haleon
Creative agency: Horizon FCB
Media agency: Zenith Media
