Chobani — Zero Rules

Chobani Zero Sugar yogurt is a permission slip to break your food rules — you can stop counting sugars and enjoy something delicious without the guilt. 'Zero Rules' is a campaign that celebrates the carefree abandon you feel when eating something 'good' doesn't have to mean sacrificing the good things in life.

Campaign concept
Art Direction

We wanted the campaign photography to show people what a world without constraint looks like, encouraging them to taste sweet liberation from their food rules. The visuals are bold and cheerful – using intimate crops to focus in on the joy of eating the product.


Credits —
Chobani Creative Directors: Gabrielle Lamontagne, Allyn Hughes
Chobani Executive Producer: David Isaac
Chobani Senior Producer: Kristy Kelly
Public Retriet ECD: Jonny Leight
Strategy Consultant: Chris Drachkovi
Photographer: Stephanie Gonot
Production Company: Vacation Theory