Oikos, VMLY&R and Ares (the God of War) Collaborate in a Hilarious New Campaign

Mauricio Candela
Jul 16, 2020
2 min read

Updated: Aug 25

When ancient mythology meets modern marketing

In one of the most imaginative campaigns of the year, Oikos decided to bring on a rather unexpected new hire: Ares, the God of War. The concept? Ares tries to apply his ancient warrior mindset to modern marketing… with hilariously chaotic results.

This campaign was executed by VMLY&R Kansas and produced by Hungry Man, with Mauricio Candela and his team capturing the still photography, cinemagraphs, gifs, and additional digital content.

Production overview

The entire project was completed during a three-day shoot in Los Angeles, with simultaneous production for both TV and digital platforms. Collaboration was key — the broadcast and content teams worked hand-in-hand to maximize the time with talent and ensure consistency across all assets.

“This is proof that when an agency and production company have great communication and smart execution, it’s possible to generate a wealth of content that meets both broadcast and social needs,” said Candela.

Documentary-style comedy

The campaign was shot with a documentary-style approach to keep it humorous and engaging. Viewers watch as Ares attempts to run the company using outdated, overly aggressive techniques — think “battle strategy” instead of “marketing strategy.”

This format allowed for a wide variety of content types, including:

Still photography
Animated gifs
Cinemagraphs
OOH and print visuals
BTS footage

Production credits

Client: Oikos
Agency: VMLY&R Kansas
TV production company: Hungry Man
Content & stills: The Blur Office / Mauricio Candela

Media created

Still photography

Images highlighting the contrast between Ares’ warrior persona and the modern office setting.

Expression gifs

Short, looping moments showing Ares' exaggerated emotions — from rage to confusion.

Product + branding gifs

Branded animations tying Oikos products with Ares’ antics.

Cinemagraphs and videos

Subtle, looping movement shots perfect for digital placements.

Bts moments

A look behind the camera at how the team brought this campaign to life.

Final thoughts

This campaign is a great example of how humor, mythology, and creative direction can blend into something memorable. With solid pre-production and cross-team coordination, Candela and his crew helped Oikos bring Ares into the modern world — one awkward marketing meeting at a time.

Expect laughs, scroll-stopping visuals, and a new way to think about yogurt branding.

CREDITS

Client: Oikos

Agency: VMLY&R

TV Production Company: Hungry Man

Content & Stills: The Blur Office / Mauricio Candela

STILL PHOTOGRAPHY