Who: Agropur and lg2.

What: A new brand platform for the Quebec dairy cooperative’s iögo yogurt brand called “It’s all good.” The platform “salutes the bold decisions Canadians make daily,” according to Agropur’s marketing director, Jennifer Beauchamp. That sounds serious, but the campaign brings the funny.

When & Where: The campaign launched in late April, running on TV and digital video, as well as banners and out-of-home. It runs until June 23.

How: There are two distinct creative streams for this campaign. Television spots open with a serious-sounding voiceover congratulating individuals on making brave personal choices, before revealing a humorous reason why they have to be brave. There are also shorter digital spots animating the “o” and umlauts in the iögo name (which look like an old-school surprised-face emoji) to deliver short, funny slice-of-life monologues connected to the brand.

Why: The objective is to “sidestep” conventional tactics for the category, said lg2 executive creative director Marc Fortin. Part of the solution is the double-meaning tagline, which works both for the product and as a life motto.

Quote: “The brand tells the consumer, ‘It’s all good,’ inviting them to not only try the product, but to live life on their own terms,” Marc Fortin.