Rebellious Yoghurt Ad Insists That ‘the Future Is Free’

Light*& Free is a new range of products by Danone that has just launched its first campaign, produced by Sr. Alce Films and directed by the duo Los Human. 

Danone's triple 0% product, a range that is is free from artificial flavourings, fat and sugar, was launched with the claim ‘The Future is Free’ - an optimistic claim based on the product’s positive benefits, intended to also be a platform that invites us to break social conventions, change our present and achieve a fair and free future for our world. 

The campaign, with a claim that calls for freedom and egalitarian ideals, was conceived by *S,C,P,F in collaboration with singer-songwriter Brisa Fenoy, whose social activism is well known and very present in much of her work. The song FREE is an urban pop song with Latin music highlights which was specially composed for this campaign.

“The Future is Free” was conceptually developed by *S,C,P,F. The narrative and visual treatment was creatively developed and executed by Manfre and Iker Iturria, Los Human, in collaboration with *S,C,P,F and Brisa Fenoy. 

A big emphasis was placed on casting authentic, real and free-spirited individuals. Actors, dancers and models who would in their own right represent these egalitarian ideals, who challenge the standards of beauty and whose imperfections have become signs of their identity. Characters whose attitude to life embody the spirit of the many slogans that appear in the video clip like:

- Stop sexism

- Make up has no gender

- Girls are heroes

- Boys have feelings 

- I dress for me

Los Human’s projects are stylised and highly art directed and in this case the characters needed to convey the essence of the slogans in a powerful way. Genuine people rebelling from conventional social stereotypes. They said: “The idea was to visually evoke the main slogan behind the song. Being ‘Free’ means we need to resist, be strong to assert our sexual, moral, political and social freedoms. We have aimed at achieving a natural, instantaneous and honest connection with the diversity of our society. Show that there can be space for people to assert and develop their own personalities and visions. Freedom needs to be conquered.”

The campaign consists of a lightly branded video clip, a lyric video, and a 30-second and 20-second spot as well as a special six-second bumper for social media.