Yop targets convention-breaking teens

With “For the Better,” the yogurt brand takes a stand for youth working to change the world.

General Mills drinkable yogurt brand Yop is telling the stories of the next generation in its latest national campaign.

The “For the Better” campaign, which includes a series of four co-branded videos in French and English, was created by agency Cossette and Vice Media’s Montreal office.

The two-part campaign includes an integrated brand content piece called “Game-Changers,” which shows a close relationship between 11-year-old Josiah and his father, as well as a mini-documentary series which highlights youth like Evelyn Sifton, a 23-year-old transgender cyclist and LGBTQ activist, Sarah Fournier, a 22-year-old special education teacher and boxer, and Jerimy Rivera, a 24-year-old  Montreal-based ballet dancer.

Read full article on Strategy Online

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