Myprotein's "Whey Forward | Animal-Free. Power-Full"

Myprotein, the world’s largest online consumer sports nutrition brand, hired indie creative agency Troup to develop an awareness campaign to introduce active Gen Zers in the U.S. to Whey Forward: a ready-to-mix product that easily dissolves into liquids with the taste and texture of traditional dairy.

The animated 30-second Whey Forward spot is product focused and communicates unique benefits and production techniques. The powder, a first of its kind, was formulated by Perfect Day, a food-innovation firm dedicated to producing creamy, delicious, sustainable dairy that is completely animal-free. In the creative, it’s referred to as “Animal-free. Power-full.” The powder uses fermentation of microflora to produce whey that’s neither animal- nor lactose-based. It also contains no soy, hormones or sugar.

The animation was created by Troup production partner Panic using a technique called flat design. The work will run on paid social, YouTube, and video on demand.