Activia Fermented Milk

Action created in partnership with JCDecaux

Office: Brazil

Client: Danone

To introduce consumers to the new Activia Fermented Milk - which contains live lactobacilli and is a source of fiber that helps digestive health - Danone is taking to the streets of São Paulo with a differentiated Out of Home campaign.

In different parts of the city, pieces representing the product's packaging in an enlarged size were spread out. In addition to the OOH piece, the campaign features three films starring Cauã Reymond and Rafa Kalimann and produced by Oliver.

Caua reymond e rafa kalimann activia leite fermentado

We wanted to invite people to try the new Activia Fermented Milk, a product that has come to strengthen our digestive health portfolio. To attract the consumer's attention, we need to go beyond the conventional, and the project built with VML and JCDecaux complements a robust strategy of presence in people's lives.

Patrícia Azevedo Head of Media and Marketing - Danone

Challenge copy

Inspiration copy

Idea copy

Growth copy