Our challenge was to build awareness of Dannon Frusion smoothie among a completely new target: young men. This meant showing a jaded, advertising-averse audience that yoghurt isn't "just a diet food for women" and that, in fact, Frusion "beats boring breakfast." The agency responded with Breakfast Brawl - a retro video game phenomenon that kept thousands of guys buzzing, laughing, analysing, sharing, and coming back for more.