Men’s rights activists are obsessed with protein. They talk about it constantly, they love consuming it in every possible form – a true protein frenzy. But strangely enough, they hate soy, even though it’s packed with protein. They hate soy so much that they’ve even turned it into an insult, “soy boy.” A synonym for weakness and femininity.

Born within manosphere communities, this insult has spread across the internet and into popular culture, appearing in thousands of videos, many of which rack up hundreds of thousands of views. For France’s pioneering soy brand, ignoring it was simply not an option.

For its new campaign, Sojasun wanted to prove that its products are high in protein, easy to digest…but not for the manosphere.

So Marcel and Sojasun gently trolled men’s rights activists by inviting them to become Sojasun ambassadors – in other words, to become SoyMen. Sojasun reached out to them through every possible channel…

By email, sending them the storyboard for the campaign.
By commenting under their TikTok videos.
By inserting itself into the pre-rolls of their YouTube videos to rally their communities.
By parking an impossible-to-ignore truck nearby.
By making symbolic donations during their Twitch livestreams.
Sojasun even tried to sneak into their Spotify playlists.

But despite all these imaginative efforts, they all categorically refused.

So the conclusion became obvious: Sojasun is packed with protein, but it’s not made for the manosphere. And that’s perfectly fine.

The campaign, a first expression of a new strategic direction, reflects Sojasun’s ambition to become a brand that is as “part of culture” as it is food-focussed – capable of engaging with contemporary culture, playfully hijacking social codes, while remaining faithful to its founding values. Values that promote social and environmental progress and advocate for a high-quality approach (nutritional value, clean labelling, strict product standards & non-GMO ingredients, etc.).

Vanessa Chabrel, managing director of the Plant-Based Division at Sojasyn parent, Olga, stated, “When Marcel first presented the creative idea, I thought it was brilliant. It immediately felt obvious, and I approved it right away. There’s negative buzz surrounding soy today. We couldn’t just let it happen without reacting. Soy really is an amazing protein. And it’s perfect timing, as everyone today is looking to increase their protein intake…”

Antonin Jacquot, creative director at Marcel, added, “I’ve never worked on a product that combines so many qualities, made and grown in France, plant-based, high in protein, while also being criticised so heavily. Within manosphere communities, it has even become an insult: ‘soy boy.’ But for us, being hated by these people felt more like an opportunity than a problem. And we were lucky enough to work with incredibly brave clients who chose to confront it rather than bury their heads in the sand.”

Credits
Client: Olga (Sojasun)
President: Olivier Clanchin
CEO Olga: Guillaume Debrosse
Managing Director, Plant-Based Division: Vanessa Chabrel
Marketing Director Europe: Marion Bataille

Creative Agency: Marcel
Co-Presidents: Pascal Nessim, Gaëtan Du Peloux & Youri Guerassimov
Executive Creative Director: Clement Sechet
Managing Director, Strategy: Leoda Esteve
Creative Directors: Antonin Jacquot & Vincent Teffene
Copywriter: Eloi Giraudon
International Copywriter: James Blose
Art Director: Marine Banchereau
Strategy Director: Louis-Philippe Trépanier
Account Director: Julia Montaigu
Group Account Manager: Alexis Mouchot
Senior Account Executive: Valentine Moura
New Business Manager : Caroline Mendel
Head of Social Media: Charlotte Giraud-Charreyron
Social Lead Strategy: Sébastien Kieffer
Social Media Manager: Solène Feuillet
Community Manager : Celine Chave
Head of Influence : Ridvan Duygulu
Head of Motion Design: Julien Taillez
Assistant Editor: Ilona Chardeau

Production: Smala
Producers: Valéry Du Peloux & Sixtine Busetti
Production Assistant: Yelena Loubaki
Director: Thomas Evrard
Assistant Director: Justine Cordet
Production Manager: Loane Tran
Director of Photography: Xavier Cordonnier
Post-Production: Sixtine Prod
Edit Prep: Aurélie Hyson
Editors: Tom Evrard & Alix Sureda