#Yetistrong

Motivation to push for that extra rep in the gym or that extra painful last K on a run, can be as elusive as a Yeti.

Arla Protein, on the other hand, can now be found everywhere. Conveniently packaged protein in delicious flavours for when you need to find your beast mode on the go.

This work was for a pitch. The idea was simple and highly ownable. Beast mode came to be symbolised by finding your inner Yeti. The Yeti was a perfect metaphor since, not only does the creature symbolise strength and beastiness, but like motivation, it’s also elusive. Which, in turn, could be dramatised against how easy it now is to find Arla protein on the go. Arla’s brand values as natural and Scandinavian were underlined by the snow mountain Yeti.

The idea fit perfectly under Arla’s ‘eat strong’ umbrella, while at the same time giving it personality cut through in the sector. Example executions included everything from #YetiStrong social easter egg hunts with merch hidden in gyms around the country along side gymfluencers sharing tips on motivation and protein intake. The campaign’s ability to flex between fun entertainment and education was its strength. Like partnering with Tough Mudder and / or park runs where runners could find and tag Arla Yetis during the runs for chances to win big.

Role: Art Director

Agency: Agency Space