HiPRO helps you become tougher and tougher

HiPRO helps
you become
tougher and tougher

CHALLENGE

HiPRO (Danone) wants to encourage Belgian sports enthusiasts to train even more and, above all, get to know HiPRO as a part of the sports nutrition that helps them get better.

  • HiPRO Lotte riding
  • HiPRO Cynthia running
  • HiPRO Lotte Kopecky eating
  • HiPRO Cynthia Bolingo drinking

    • SOLUTION

    Together with HiPRO, we decided to not go for pure product porn, but to work with captivating storytelling. By showing the sportive journey, filled with training and accomplishment, but also with set-backs and pushing yourself, we prove that HiPRO can help you feed the fire within, to get tougher and tougher, step by step.

    This storytelling was brought to life in visual poetry by two top athletes, cyclist Lotte Kopecky and 400m runner Cynthia Bolingo, that shared their personal stories filled with ambition, patience, perseverance and stubbornness. The videos inspire: no matter which discipline is yours, it’s not about how many times you fall. It’s about how many times you get up again.

    LET'S GO BEYOND

    For this project, a lot of stakeholders and decision makers were involved. Thanks to a close collaboration where everybody shared their expertise, we created two strong hero videos that everyone loved: not just us, but also the brand manager of Danone Belgium, Danone Global, the athletes, the legal teams … And that all within only two months.

    To then test if the audiences love is as much as we do, the videos go into System1-testing. Thanks to those results, we can optimize them to the fullest. The campaign is currently running on addressable TV, DOOH and on socials. Once we have a clear view on those results, we will look at possible ways to make the campaign more efficient together with the media agency, so the story will be even more viewed in the next wave.