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STATIC BRIEF FOR DESIGNER. This concept has 4 variations - the designer needs to build all 4. Each variation is a direct swipe of a proven comparison structure. V1 + V2 target magnesium tablets. V3 + V4 target wine. Read the full brief before starting any of the 4. V1 (Myoovi swipe) is the lead concept.

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Brand	Healthy Metal
Format	Static image ad - 4 variations, all 1:1 (square) for feed, 1080x1080 minimum. Optional 4:5 vertical exports.
Targeting	V1 + V2 (vs tablets): Solution Aware - existing magnesium users who tried tablets and got poor results. V3 + V4 (vs wine): Solution Aware - nightly wine drinkers looking for an evening wind-down alternative.
Avatar	V1+V2: tried-magnesium-already (35-55). V3+V4: nightly wine drinker (40-55). Both UK.
Working Folder	Active Clients / Healthy Metal / Statics / HM64/ (Zeus will share Drive link)

Concept (Overall)

Us vs them comparison static set. 4 variations testing different competitor framings. V1 + V2 target magnesium tablets (HM as the better magnesium). V3 + V4 target wine (HM as the better evening wind-down).

Each variation is a direct swipe of a proven comparison structure from another brand: V1 = Myoovi side-by-side. V2 = Hi5 toggle/checkbox split. V3 = Sleepee "Swap this, for this" wine swap. V4 = Kyoto Dew split-glass with arrows.

Strategic Thinking

The competitive landscape doc explicitly flags the us-vs-them comparison format as completely untested in the HM account and unrun by any competitor. The Myoovi reference shows the format working cleanly for a product with a similar "new format vs old format" positioning story.

By running 4 variations across two competitor framings (tablets and wine), we test which "old way" positioning lands hardest:

Tablets framing (V1, V2): the magnesium-specific objection lane - we already have an audience who tried magnesium and didn't see results.
Wine framing (V3, V4): the evening-ritual swap - the proven angle for the female side of the account, now expressed as a static comparison.

Both are real audiences, neither has been served a comparison static.

Variation 1 - vs Magnesium Tablets, Side-by-Side (Myoovi Swipe) [LEAD]

Concept: Side-by-side comparison static. Generic magnesium tablets vs Healthy Metal. Direct swipe of the Myoovi format.

Reference (style swipe): https://drive.google.com/file/d/1ohSvfiXyoRXfOkWtAOGZQoM9sZ8m945s/view?usp=sharing

Top Headline (verbatim): Why choose Healthy Metal over magnesium tablets?

Typography: Match Myoovi reference - serif, large, dark navy/teal (or HM brand green if it works). Centered, anchored top with comfortable margin. Multi-line wrap.