YoPRO Teams Up With Ash Barty, Kyle Chalmers & Brandon Starc ‘Every Millimetre Matters’ Australian Olympic Team Activation

Danone’s high protein snack brand YoPRO acted its role as an official partner of the Australian Olympic Team through a new wave of work in its ‘Every Millimetre Matters’ campaign featuring Aussie Olympians Women’s Tennis Number One Ash Barty, Olympic Champion swimmer Kyle Chalmers and Commonwealth Games high jump champion Brandon Starc.

The digitally-led campaign, developed in harness with independent creative agency Emotive, runs under YoPRO’s current umbrella ‘Fuel Your Journey’ brand platform and revolves around the big idea that no matter how long or challenging the journey, every single millimetre matters.

The creative refers to how the athlete’s journey to and preparation for the Tokyo Olympics has been extra-long due to the pandemic enforced delays, but that it remains true that the difference between success and failure often comes down to the smallest margins – so every millimetre matters. In posits the idea that these crucial millimetres are made up from and earned by years of good habits: every shot, point, game, jump, rep, triumph, miss, lap, day and choice each athlete has made along their own journey.

It links this idea back to the crucial role of nutrition and that high protein YoPRO (with no added sugar) is also part of fuelling their journey.

The campaign launched on 6 April across the brand, team and athletes’ online channels and via a social seeding strategy and is spearheaded by a hero spot supported by social content carrying the hashtags #TokyoTogether​, #FuelYourJourney​ and #YoPRO.

YoPRO Senior Brand Manager Xavier Gonzalez commented: “It’s been a long road to the Tokyo Olympics and we’re thrilled to be partnering with the Australian Olympic Committee to share Ash, Kyle and Brandon’s journey towards success with the support of YoPRO’s high protein yoghurt, fueling them to achieve that extra millimetre.”

Emotive Creative Lead Rory Pearson added: “We wanted this campaign to focus on our athletes’ personal journeys to the Olympics – their years of hard work, training, and all the little things that add up to help achieve their goals, including the right nutrition with YoPRO. For all of them, it has been a long time in preparation. We just didn’t expect it to be this long! The fact that our Aussie athletes have needed to overcome even more obstacles this time around makes this campaign even more special.”

The campaign was created for YoPRO Head of Marketing Blanca Carbonell and Senior Brand Manager Xavier Gonzalez by creative agency Emotive where the team included CEO Simon Joyce, Managing Partner & Head of Strategy Michael Hogg, Business Director Marshall Campbell, Creative Directors Zane Pearson and Michael Dawson and Lead Creative Rory Pearson.

Production was also handled by Emotive with Executive Producers Katrina Maw and Hayley-Ritz Pelling, Senior Producer Michael Hollis, Director Bill Irving, DOPs James Brown and Earle Dresner, Production Designer Ella Carey, plus Editors Corey Farrell and Sam Gadsden.

Colour and VFX was by Blockhead with Colourist Fergus Rotherham, music was handled by BLUT Audio with Composer Jakob Klotz, Music Supervisor Michael Robb, Sound Designers Electric Sheep Music and Studio Manager Rebecca Love-Williams.

Content distribution was also run via Emotive with Heads of Distribution & Analysis Jamie Crick and Rhian Mason and Content Distribution Manager Siobhan Parry.

The talent partnerships, social media and PR was handled by Lampoon Group’s CEO Josh White, Talent & Partnerships Manager Millie Dawson, Social Account Director Lauren Houghton and Public Relations Manager Emily Simons.

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