Journey To Your Dream/Ingrid
Wood Pencil / Film Advertising Crafts / Cinematography for Film Advertising / 2017
For 25 years, Activia has exclusively communicated as a functionnal product brand helping women to condition their digestive system to run optimally.
As a consequence, it was totally emotionnaly disconnected from women.
It needed a fundamental shift.
We decided to seal a partnership with Ingrid Silva, a breakout ballerina born in a brazilian favela. We made her the new global brand ambassador to deliver through her story a simple emotionnal benefit, yet powerfully hopeful and true to our product vision:
It starts inside.
Are you credited on this winning entry?
If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.