Journey to your Dream/Ingrid

By Wunderman, Paris, France

For Danone Brand Activia

Winner in category Advertising

In subcategory Film

Project Description
For 25 years, Activia had exclusively communicated as a functional product brand helping women to condition their digestive system to run optimally.
As a consequence, in 2016, it was totally emotionally disconnected from women. It needed a fundamental shift in how Activia communicates with women to create an emotional connection and have a purpose that goes beyond the product story.
Agency Solution
In 2016, we decided to seal a partnership with a young ballerina, Ingrid Silva, making her the new brand ambassador, delivering, through her story, a simple, emotional benefit, yet powerfully hopeful and true to our product vision: It starts inside.
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