DANONE
SOCIAL MEDIA CONTENT
MY ROLE:
Concept
CW
CW
TEAM:
Art Director: Daniil Moratsev
The brand wanted a quick and witty response to the Japanese cheesecake hype on social media. By leveraging a trend within a trend — Japanese cheesecake and 2016 nostalgia — and bringing back one of Danone’s iconic products from 2016, we showed that Danone is the ultimate leader in the category, one that was trendy long before TikTok picked it up.
Influencer brief
PLAY WITH TREND BORENESS
TO PUSH VERSATILITY
Everyone is obsessed with Japanese cheesecake.
But what if we turn off the phone and get more creative?
There’re much more combinations than just yoghurt & cookies.
But what if we turn off the phone and get more creative?
There’re much more combinations than just yoghurt & cookies.
Starting point
Danone positions itself as a "disruptor" of the current trend. The logic is that once you’ve seen the trend done with every possible biscuit, it starts to feel so repetitive.
Mechanism
By leveraging the trend's visual cues, we hook the audience into thinking we are participating. However, our true intention is to subvert it entirely.
Execution
The influencer starts the video appearing to follow the trend "like a sheep." Just before starting the actual action, they change their mind, pushing aside the cookies and biscuits.
Danone positions itself as a "disruptor" of the current trend. The logic is that once you’ve seen the trend done with every possible biscuit, it starts to feel so repetitive.
Mechanism
By leveraging the trend's visual cues, we hook the audience into thinking we are participating. However, our true intention is to subvert it entirely.
Execution
The influencer starts the video appearing to follow the trend "like a sheep." Just before starting the actual action, they change their mind, pushing aside the cookies and biscuits.
DON'T JUST FOLLOW THE TREND
