Light & Free - by Artists

Light & Free UK established itself with a strong and unique brand postionning being the first lifestyle brand in the yogurt industry.

This global brand activation sets the boundaries of self expression even further, bringing art on its own Special Edition, inviting four UK based artists to design its full range packaging. Each of them was invited to express their vision of creative freedom through Art.

Designed by

Nerone

Designed by

Neil Stevens

Designed by

Morag Myerscough

Designed by

Justin Poulter

SPECIAL EDITION PACKAGING

Each artist was given a set of 2 flavours to design, including pick-up packs and a set of 8 different pots, setting up a colorful and surprising collection.

The orignal artworks composition allowed infinite possibilites, revealing different sides and details of their work.

DIGITAL SUPPORT

The activation was supported by a strong media plan in collaboration with Wavemaker including teaser, reveal and launch posts on Facebook and Instagram, followed up by an engaging competition to win exclusive goodies.

Working closely with Snapchat teams, VERSUS developped a series of filters and lenses to offer an interactive experience with the artists designs.

agence_versus_danone_light_and_free-photo26

ART IN SHOREDITCH

Famous for being the heart of street art in London, Shoreditch was the perfect spot to create a fully covered wall, presenting the designs of the artists in a unique composition.
Street sampling in London was organized around POS in a specially designed truck.

FROM DESIGN TO PACKAGING

Set up in a street art gallery in Shoreditch, London, the exhibition backtracks the creative process behind the production, from the originals designs by the artists to packaging, showcasing the development of their work.

CLIENT
Light & Free UK

YEAR
2019

OUR MISSION
Celebrating the lifestyle mindset of Light & Free by creating a Limited Edition pot collection designed by UK based artists.

OUR SCOPE
Original concept
Artists selection, contracts, follow up
Packaging design
Digital activation & assets design
Snapchat lenses / filters design
Sampling Goodies design
Shoreditch wall design
Exhibition production & design