Droga5 London’s new campaign for Arla Foods UK understands what makes humans tick. It also understands that making human smile at what makes them tick is a powerful ad tool.

The agency chose our natural competitiveness, presented it with sharp wit and called it Breakfast Yourself to Victory. The idea is that winning life’s little competitions is a thrill – racing a colleague to perform a work task, racing a stranger on an escalator by running up the stairs – and breakfast can get you those wins.

The joyful campaign (simple, silly and innately human) introduces Arla’s new long-term masterbrand platform, Feed Life, that aims to restore breakfast to the centre of Britain’s busy mornings – and Arla Cravendale, Arla Protein and Arla Skyr at the centre of those.

The two hero commercials in Breakfast Yourself to Victory were directed by Biscuit Filmworks director, Jeff Low, and the full campaign covers television, digital, social, influencer, experiential and out-of-home.

Credits
Client: Arla

Creative Agency: Droga5 London
Chief Creative Officer: Tara Ford
Group Creative Director: Lawrence Seftel
Creative Directors: James Leake & Jackson Byrne
Creatives: Katherine Roddam, Amanda Weber, River Borromeo, Flora Mcconnell & Alyssa Yeoman
Studio Director: Tim Larke
Design Director: Liz Bisoux
Designers: Pedro Arcoverde & Aisling Callaghan
Head of Strategy: Matthew Waksman
Strategist: Alec Tooze
Planning Director: Clemency Beale-Collins
Head of Production: Peter Montgomery
Producer: Joe Pawsey
Assistant Producer: Kate Shelley
Project Director: Alexandra Politis
Account Lead: Dave John
Business Leads: Will Oakes & Josh Morgan
Account Director: Flic Green
Account Managers: Noon Seeto & Jimmy Wynne
Head pf Social Media: Sarah-Jane Lowes
Influencer Marketing: Hannah Wolff


Production Company: Biscuit Filmworks UK
Director: Jeff Low
Producer: Peter Knowles
Partner: Shawn Lacy
Managing Director: Rupert Reynolds-Maclean
Executive Producer: Hanna Bayatti
Head of Production: Emily Atterton
Production Manager: Georgia Stamp
Coordinator: Nellie Heron-Anstead
Director of Photography: Thomas Townend
Production Designer: Paul Austerberry
1st AD: Grant Freeman

Editing: Shift Post
Editor: Saam Hodivala
Producer: Kirsty Oldfield

Post Production & VFX: Electric Theatre Collective
Producer: Vic Lovejoy
VFX Supervisor: Giles Cheetham
Colourist: Luke Morrison

Music & Sound: King Lear
Sound Engineer: Jack Sedgwick