I scream, you scream, we all scream for...yogurt?

How can you get men to eat yogurt as a snack? For Danone and its agency Naked Communications it meant "leaving the traditional territory of a feminine, healthy and natural moment of indulgence, and embracing a more disruptive, immediate and entertaining personality that is more in line with the world of male snacks."

What this translates to, apparently, is a lot of yelling.

In addition to urging men to "let forth their #HungerCry", the campaign includes a voice-activated vending machine that gives out yogurt to the person who can yell the loudest. The agency has also secured the services of some influencers that Ad Nut has never heard of (for the record, they are Arron Crascall, Ben Phillips and Anto Sharp) to yell in public and record the results for their social-media channels.