For the launch of the new Yop Protein, Yoplait’s agency of record in Canada, Cossette, mandated VICE to build the Canada-wide ‘For the Bet...
For the launch of the new Yop Protein, Yoplait’s agency of record in Canada, Cossette, mandated VICE to build the Canada-wide ‘For the Better’ campaign including conceptualizing and creating co-branded videos and advertising assets living on VICE platforms across Canada. Taking part in the YOP Fuels campaign, and bringing to life YOP’s brand mission to fuel teens to enact powerful positive change in the world, the campaign tells the stories of various young Canadians, showing how sport and social involvement intertwine in the daily lives of these inspiring characters.
The campaign includes 4 co-branded videos, in French and English, all living on VICE’s Canadian and Quebec platforms throughout the country. The created content also fits in an advertising environment in harmony with its narrative and visual, with the diffusion of a pre-roll ad and co-branded banners, also produced by VICE Media. VICE Media Montreal office also created the Game Changers brand video, revealing the sacrifices parents make for their kids’ passion, featuring a father and his 11-year-old son.
In the first episode of the series, we discover Evelyn Sifon, a 23-year-old professional cyclist, who is as involved in her sport as she is in fighting prejudice against the transgender community. The second episode, in French, features Sarah Fournier, a 22-year-old special education teacher and boxer, who is committed to making a difference by being fully present in both her work and her discipline. In the third episode, we meet Jerimy Rivera, 24, a Montreal ballet dancer who combines dance with his personal experience to create a more inclusive space, and also acts as a mentor to young dancers.
Brand: Yoplait (Nicole Korb)
Agencies: Cossette Média and VICE Média (Mireille Baradhy)
Media: VICE Média
Production: Kate Calabretta, VICE
Creative direction: Paul Labonté, VICE
Strategy: Marie-Claude Surprenant, VICE
Media planning: Geneviève Bélanger, Annie-Claude Lemay, Tania Stiperski, Cossette Média