Turning yoghurt into

a break from routine.

Client: Breaker Agency: N=5 Creative Director: Thijs Bontje Creative: Mike Kleijnen, Tim Teunissen & Felix Leenders Strategy: Bastiaan Weers & Ira Spits Account: Merel Hoogendorp & Joost van der Pol Client Team: Susan den Boer, Heike Van Wersch, Robbert Hendriks & Martjn van Amersfoort Director: Nils Gerbens Production: Kiek Beljaars & Cake Film Producer: Jesse te Buck DOP: Tim Kerbosch Edit & Post: The Compound Animation: Franko Rosas Sound & Music: Hielke Praagman

Insight: Young people spend much of their day following routines, expectations and rules. Yet the moments they remember most are the ones they never planned. A spontaneous decision, however small, can instantly turn an ordinary day into something worth talking about.

Strategy: To help Breaker stand out in a crowded snack category, we shifted the brand from a functional yoghurt pouch to an emotional symbol of freedom. Instead of talking about the product, we encouraged young people to break away from expectations and embrace spontaneity.

Idea: Instead of focusing on the product, we positioned Breaker as a brand that encourages young people to break from routine and embrace spontaneity.