Ao was created by VMLY&R in partnership with JCDecaux
Danone took to the streets of So Paulo with an Out of Home campaign to introduce the new Activia Fermented Milk. In different parts of the city, pieces representing the packaging of the enlarged product were scattered around. The action was created by VMLY&R and operated in partnership with JCDecaux.
“We want to invite people to try the new Activia Fermented Milk, a product that came to strengthen our digestive health portfolio. To attract consumer attention, we increasingly need to go beyond the conventional and the project built with VMLY&R and JCDecaux complements a robust strategy for presence in people’s lives”, says Patrcia Azevedo, head of media and marketing at Danone.
In addition to the OOH piece, the campaign features three films starring Cau Reymond and Rafa Kalimann and created by Oliver.
