Not the Type
In Scandinavia, yogurt is perceived as basic & predictable. This one is not.
To communicate that, we compared the best things about ARLA’s new category-defying product to the best and most unique things about everyday, ordinarily misjudged Scandinavians - who are defying (social) categorization of their own.
Real people were cast and shot by director Mathias Broe. From the world's coolest grandma (starting a career in fashion at 75), a woman choosing to have children on her own (no man, no problem) and a gender-fluid human who turns micro-aggressions into micro-affirmations (they say pretty boy like it's a bad thing) etc.
We rolled out with a film and explored their stories in-depth on social.
Role: Concept / Art Direction
Creatives: Kelsey Svensson & Sophie Hallas
Director: Mathias Broe
Post Production: VICE / Virtue in-house
