DanUp: Fill Up

DanUp is a nutritious blend of multi-grain and yogurt. As a brand aimed at young South African men, its greater purpose is to inspire them to be better. In other words, to be better dads, better grandsons, better nephews and better friends. The idea is rooted in the insight that what you consume in life (media, conversations and information) is as impactful as what you consume literally, by eating. You are what you fill up on. It's a simple premise about being mindful of what you consume. The ad delivers it in the language of its target audience.