Danone's YoPRO is a high protein yogurt that professional and amateur athletes can use before, during and after intense training sessions and as part of their daily routine. Working as part of a creative team, I was asked by AKQA Amsterdam to help create a signature programme toolkit with a range of challenges, stunts, events, advice and information that could be sent to the different YoPRO markets, including Brazil and Spain, for them to execute independently. All the toolkit ideas related to training, wellness and diet, as well as encouraging consumers to train with others in their community. We named the toolkit - ‘THE PUSH’ and it was structured so that each market could pick and choose which ideas they felt would work best for their particular market. And because we wouldn't be creating any of the work, we had to give detailed instructions for the production of each idea, making it easy for each market to implement. I also wrote the programme's manifesto and TOV, and helped create it's visual direction:
