Defy Convention

Liberté Yogurt asked us to help revive the brand’s reputation with consumers. The client team had recently entered into a milk supply partnership with Organic Valley— a values-based decision that cost-conscious customers did not receive well. Inspired by our client’s will to do what was right instead of what was expected, we created a content series featuring like-minded people and brands whose values and actions reflected Liberté’s. Defy Convention challenged the belief that big corporate food companies couldn’t be a force for good in the food supply chain by placing the partnership with Organic Valley Cooperative at the center of our content campaign.

Agency: Zeus Jones, My Role: Art Director