fairlife® Canada

For 50% less sugar, 50% more protein and 100% new Humanity work, check out our new brand campaign for our friends at fairlife® Canada.

In this national campaign, we needed to build a new creative platform that could support specific product messaging and resonate with consumers across Canada. To achieve this, the creative platform had to bring the product story to life in a highly tailored way that seamlessly integrated into consumers’ lives. The messaging also had to reinforce that fairlife® is a better milk option because it was made for them with more of what they want and less of what they don’t.

Starting with the creation of the campaign tagline: fairlife® for your life and the transcreated version: fairlifeMD fait pour vous, the ads featured Bianca Gervais a celebrated actor and cultural-icon in Quebec to give the work a French-first feel. Each ad featured ‘personalized’ consumer-focused moments underscored by humorous messaging that was inspired by people’s lifestyles and interests. The messaging shared the reasons to believe that fairlife® was made for them and every moment in their life, even the unexpected funny ones.