The Collective wanted to launch Skyr (sounds like 'skier') – a very thick, very creamy and very healthy Icelandic yoghurt (technically it's actually cheese) – into the New Zealand market. For the launch we had to introduce not only a new product and a new word but a whole new category and all of the Icelandic-style benefits that come along with it.

Iceland is famous for the health and robustness of its citizens, something Skyr plays a large part in. So we focused on Icelandic culture and some of the specific, and to English speakers, unusual, vocabulary around interesting features of Icelandic lifestyle.

Visually, the street poster and social media campaign was stripped back to a predominantly typographic treatment using The Collective's brand colours and fonts, with the pack shot as the only visual asset.