The world opens up with Liberté’s taste odyssey

8/29/2019

Work

by Cossette

Food is one of the best ways to discover the world. It’s often the gateway through which we learn about another culture and it allows us to connect with one another. With the two-minute film The Odyssey, Liberté aims to connect with audiences through more than just the quality of its plain-flavoured products by showcasing the brand’s values and beliefs.

This master brand campaign crafted by Cossette is built on something travellers know to be true: the world opens up to those who are open to it. In keeping with the award-winning The Taste Liberté brand platform, The Odyssey speaks to foodies and the taste-obsessed by recognizing that from their openness to the world comes a desire to explore new tastes. And from their obsession with taste comes a longing to discover the world and the people who live in it.

26712 Liberte Odyssey 30s ANG WEB Clean H264 HQ You Tube

We couldn’t possibly showcase authentic discovery and openness to the world by trying to recreate exotic scenery on a green screen. We wanted to be on-site in countries where plain yogurt is very much a part of the food culture to demonstrate the product’s great versatility and inspire Canadians to think of it as a wonderful blank canvas for their culinary creations.

Jenny Chiasson, Marketing Communications Manager at Liberte

A lot of the same people who had worked on The Taste Liberté, launched in 2016, were collaborators in The Odyssey. “When you work with people you trust and who really understand your brand’s DNA, that’s when the magic happens,” added Jenny Chiasson. Although the scenery is radically different, the intense and dramatic tone of the brand platform is present in The Odyssey. In fact, the film uses a remixed version of the original score that was written The Obsession, the first anthem spot of The Taste Liberté platform.

While shooting on location may have been a once in a lifetime experience for the Cossette, Les Enfants (production house) and Liberté teams, it came with its share of challenges : the talent was cast on location by partnering with on-site production houses to find non-actors and travellers who had no prior acting credits and didn’t necessarily speak English or French. Plus, as the production team made their way to remote locations in Nepal and Morocco, they often drew curious glances from locals and had to adapt to any situation that arose.

This was the opposite of a quiet and controlled set. We wanted to be respectful of the landscapes, the people and the cultures we encountered, which is what gives the film an authentic flavour. Our approach had to be organic and flexible, much like that of a documentary. We had to work with the reality around us, rather than try to shape it to our will.

Yves Christian Fournier from Les Enfants

The campaign includes a TV spot, social media ads, digital takeovers and a dedicated landing page consumers can visit for inspiration or recipes.

Credits

Client

General Mills

Agency: Cossette

Strategy: Simon Bédard Creative: Steve Pépin, Vicky Morin, Gilles Legault Product: Jean-Hugo Filion, Selma Gueddich

Media Agency: Cossette Media

Media : Tania Stiperski

Production House: Les Enfants

Director: Yves Christian Fournier Post-Production: MELS Music and Audio Post-Production: Cult Nation