Numéro 10 makes Le Gruyère dance
Cheese and dancing? They go hand in hand, as shown by Numéro 10’s new campaign for Le Gruyère AOP. Dancing isn’t just part of the production process—customers are invited to join in, too.
The bilingual agency Numéro 10 draws a new national campaign for Le Gruyère AOP. The concept revives the age-old gestures of the production of Le Gruyère AOP through a dance choreography realized by the dance company Nous et Moi to an original musical composition by the studio Le Bruit.
The video features an artistic interpretation of the legendary gestures of milk producers, cheesemakers and affineurs in the production process of Le Gruyère AOP. The campaign will be shared on Spotify, YouTube, TikTok, Snapchat and Instagram and shown as an immersive experience as TikTok TopView. The #GruyereFlow competition will allow people to share their own dance by re-dancing the choreography using tutorials created for the occasion. Dance groups from all over the country are approached for participation in this competition.
