Not the usual yoghurt advertising. This campaign by Broken Heart Love Affair for Greek yogurt brand, Oikos, has far more “grab”. It tells a story that doesn’t repeat the probiotic or protein messages. Chase You responds to the cultural pressure to keep up in life. The brand platform is built on the belief that what nourishes us goes far beyond what we eat. It gives Oikos a role in encouraging people to choose what fulfils them, on their own terms and at their own pace. And it’s what Gens Y and Z like to hear. Yes, it is a bit of a stretch but it gives Oikos an emotional reason to be chosen in the overly noisy and practical world of wellbeing food.

The launch film, Simon Says, dramatises the pressure to follow society’s expectations. A woman moves from childhood into adulthood as the familiar game becomes a series of increasingly demanding instructions – study hard, skip lunch, work late, repeat for forty more years. Until she reaches a turning point. She breaks from the routine, finally choosing to nourish herself on her own terms.

“We saw an opportunity to change the conversation in the yogurt category,” stated Gillian Fitzsimons, senior director, marketing centre of excellence. “Oikos brings together protein and great taste. With Chase You, we’re building on those strengths to stand for something bigger: making room for what nourishes you, physically and emotionally. We wanted to remind people that the things that make them feel like themselves deserve a place in their day; Oikos nourishes you back to you.”

“Chasing other people’s expectations leaves you feeling empty. We wanted the film to reflect that feeling of going through the motions on someone else’s terms,” added Sally Fung, creative director at Broken Heart Love Affair.

The full campaign covers TV, out-of-home, digital, social and in-store. Supporting assets invite people to “Chase what nourishes you,” “Chase what feeds you” and “Chase what fulfils you.” The double meaning connects the nourishment and pleasure of eating Oikos with the people, places, experiences and pursuits that nourish a life lived on your own terms.

Credits:
Agency: Broken Heart Love Affair
Chief Creative Officers: Carlos Moreno
Chief Strategy Officer: Jay Chaney
VP, Strategy: Carly Miller
Creative Director: Sally Fung, Sara Radovanovich
Art Director: Sally Fung
Copywriter: Sara Radovanovich
President: Rachelle Claveau
SVP, Business Lead: Amy Greenspoon
Senior AD, Brand Lead: Brian Bentley-Falcke
Project Specialist: Sarah Shiff
SVP, Executive Producer: Erica Metcalfe
Head of Design: Dave Watson
Designer & Studio Artist: Neil Watson
Animator: Bartek Bugajski
Retoucher: Nabil Elsaadi

Agency French Adaptation: Agence BHLA
President: Rachelle Claveau
Strategist: Cassio Campos
Copywriter: Amandine Léveillé‑Quintric

Client: Danone [Oikos]
SVP, Marketing: Angie Balian 
Senior Director, Yoghurt: Angela McInenly 
Senior Director, Marketing Centre of Excellence: Gillian Fitzsimons
Marketing Director, Oikos: Aurelie Goffinet 
Manager, Integrated Communications: Valerie Racicot
Digital Marketing Manager: Ramyaa Sithamparanathan 
Senior Media Manager: Katherine Ball
Production Company: Partners Films
Executive Producer: Gigi Realini
Partner, Executive Producer: Aerin BarnesDirector: Martin Werner
Director of Photography: Monika Lenczweska
Producer: Shannon Barnes
Line Producer: Tomeu Xamena
Production Manager: Jesus Barrios
Art Director: Lula Berger
Stylist: Nadia Czajikowski

Service Company: Palma Pictures

Casting Company: Sarcasting

Editing: Rooster
Executive Producer: Sam McLaren
Editor: Marc Langley
Assistant Editors: Brigitte Haynes, Lenka Gmitrova, Luca Cunial

CG & VFX Company: Fort York
Lead Flame Artist: Andrew Rolfe
Executive Producer: Erin Kuttner
Senior Producer: Valerie Moss
Flame Artists: Marco Polsinelli, Laychin Lee, Abraham Lim

Colour: Fort York
Colourist: Jason Zukowski
Assistant Colourist: Jose Arturo Torres Salinas
Executive Producer: Erin Kuttner

Sound: Circonflex
Creative Director: Paul-Étienne Côté
Music Composers: Olivier Girard, Mathieu Drolet, Ahmed Soroko
English Voice Director: Tim White
French Voice Director: Luc Campeau
Sound Engineers: Sydney Galbraith, Nolan Peake, Renée-Pierre Guérin
Executive Producer: Matt De Luca

Media Agency: WPP Media