JOURNEY TO YOUR DREAM/INGRID
| Title | JOURNEY TO YOUR DREAM/INGRID |
| Brand | DANONE |
| Product/Service | ACTIVIA |
| Category |
A03. Casting |
|
Entrant
|
WUNDERMAN Boulogne-Billancourt, FRANCE
|
|
Idea Creation
|
WUNDERMAN Boulogne-Billancourt, FRANCE
|
|
Production
|
MOONWALK FILMS Paris, FRANCE
|
Credits
| Benjamin Bregeault |
Wunderman Paris |
Executive Creative Director |
| Benjamin Bregeault |
Wunderman Paris |
Executive Creative Director |
| Vincent Druguet |
Wunderman Paris |
CEO |
| Lionel Gomez |
Wunderman Paris |
Strategist |
| Marie-Charlotte Belmonte |
Wunderman Paris |
Business Director |
| Katie Barber |
Wunderman London |
Social Strategist |
The Campaign
Based on the proven facts that a large majority of women are convinced their body prevents them from achieving their deepest aspirations, Activia has gone on a mission to help them find inner harmony, to realign body and spirit, to unite ‘I want’ and ‘I can’. The product offers each of them the opportunity to "live in sync" with themselves and ultimately unleash their full potential.
In a truly immersive video, they will step into the shoes of successful women, experiencing the same moments of doubt before they eventually overcame it, unleashing their full potential. Creating an echo to their own story, women will know that doubts will no longer hold them back from future success, and that the journey to their dreams always starts from within.
Creative Execution
The video, which is one asset of a bigger campaign (interviews, augmented editorial content, 360° experience etc) is implemented in 27 countries.
Each country implements the video depending on its own media budget. For France for example, the long version video is avalaible on youtube, paid media on facebook, instagram, on the French Activia's website and other media platforms like Femme actuelle, Cuisine actuelle, Hellocoton, Prima, Doctissimo, Aufeminin or Psychologie.
We chose to shoot the real Ingrid Silva, who, all along the film is performing first person view body appearances. We shot everything in NYC, where the whole Brasil part was created as well. Everything was shot in 3 days but the whole campaign took 8 months from the first line written to its final implementation.