‘The hero’s journey’ is a universal story structure that holds value for every human being. You know it too, from stories like: The Lion King, Harry Potter or The Matrix. If you look closely, you will see that all these stories are similar. Their ‘Hero’s Journey’, according to Joseph Campbell, can be divided into 12 phases that recur in each story. Despite this, they never get boring.
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A universal construction
In a world of fast content, we at Endeavour believe in meaningful communication and big ideas that start in the mid-funnel. Primarily designed for engagement, rather than reach. “The hero’s journey” provided more than enough reason and inspiration to bring extra depth into a creative campaign for HiPRO.
Danone launched their new product HiPRO in 2021. HiPRO is a dairy product with extra protein to support muscle recovery for athletes of all levels. The campaign we developed for this was based on “the hero’s journey” of three Olympic athletes: sprinter Lieke Klaver, swimmer Ranomi Kromowidjojo and short tracker Sjinkie Knegt.
Constructive storytelling
The hero’s journey has 12 phases. Four of these phases formed the framework for the campaign concept ‘Level Up’. The first phase is: the call for adventure phase, aiming to inspire everyone to reach their full potential. This is how we bring the brand promise meaningfully to life. The second phase is called ‘The mentor phase’, in which top athletes help the target group to achieve their goals. The third phase is the road of trials phase, which consists of the documentation of setbacks and victories. The final phase is the Reward phase, in which target groups are stimulated to share their new achievements with the world. This structure is reflected in the storytelling of the first series of brand videos in which the inspirational personal stories of the three top athletes were told.
Challenge and triumph
In the second series of videos, we delve deeper into the “crisis” phases of our heroes. What are their fears? Where are they challenged? And how do they recover? They speak about it themselves, in original voice overs. These authentic, personal films managed to touch and activate the target group in a meaningful way.
The mentor
In the third phase of the campaign, we turn every athlete into a hero. This part of the campaign is also based on ‘The hero’s journey’, where various mega-, macro- and micro influencers are used as mentors. Subsequently, our heroes Lieke, Ranomi and Sjinkie, in addition to countless other athletes and influencers, also take on this mentor role in a clinic where they personally help people.
Telling the story
All video content was produced in-house, with shoots at locations such as the Pieter van den Hoogenband swimming stadium in Eindhoven, the Thialf skating stadium in Heerenveen and the Olympic Stadium in Amsterdam. The content was cleverly shot, keeping al platforms in mind: all formats and lengths needed to make the most effective use of channels such as Instagram and YouTube were included in a shoot. In addition, the fitting influencers were selected and integrated into the campaign in order to reach a larger and appropriate target group.
Level-up results
The appeal of the stories have been proven by the effects. The authenticity of this campaign was so moving that influencers from across the country organically shared content on their personal profiles, including Jade Anna with over 800,000 followers (earned media). Cherry on the f*cking pie. So this campaign is not only a Hero’s Journey, but also a success story.
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