CHALLENGEFor 25 years, Activia spoke to people as a functional product, a digestive aid contributing to a woman’s balanced lifestyle. Data showed that the Activia audience prefers inspirational messages and stories. A fundamental and bold shift was required to tell a story that transcended the product and created an emotional connection.
WORKWe partnered with breakout ballerina star Ingrid Silva featuring her as the new Activia brand ambassador. The cornerstone of the campaign was an internationally lauded online film about Ingrid’s life and how she found strength from within to achieve her goals. The broader campaign included a 360-degree video experience and editorial content.
- Danone’s biggest launch in five years
- Released in 27 countries
- 20+ million online views
- 8%+ engagement rate
- Cannes Silver Lion for Film Craft and many more international awards