MEC Wavemaker has co-created a partnership with AOL Studios and Activia to support the global repositioning of the Danone brand. A series of videos starring influential women, including Jodie Kidd, Victoria Pendleton and Denise Lewis, have been launched to inspire women to take on the world. TV presenters June Sarpong, Anita Rani and Gabby Logan and author Giovanna Fletcher also star in the campaign. The films are part of Activia’s new mission to inspire and help women to find their ‘InSync’ moments.
Activia believes that women can achieve their best when they feel inSync, meaning when they have a sense of harmony, order, and control. The series brings together inspirational women who share their experiences of how they balance the demands of home life with their successful careers. We also discover how they step away and recognise their InSync moments; when they feel confident, in control, and like they're finding personal fulfilment.
With the “InSync” campaign, the brand is seeking to support women to reach their goals and ultimately to help create a world where no woman’s potential is unrealised. The films, which will run on The Huffington Post, mark the first online partnership undertaken by Activia and seek to re-engage younger women with the brand. The campaign will also run on TV, online, outdoor and on pack. It's a pretty gentle and genuine campaign that syncs well with the brand and its message.
Rachael Barnes, Senior Brand Manager at Danone, said: “For this campaign we’ve hand picked a group of extraordinary female influencers to help show that anything is possible when you set your mind to it. We want to inspire a generation of women to get In Sync and achieve their goals.” Danny Weitzkorn, Senior Content Partnerships Director at MEC Wavemaker, added: “Activia’s global repositioning is really exciting. This inspirational content partnership has been designed to demonstrate how Activia is helping women realise their potential and find their In Sync moments.”
