Actimel - "Immunity Potion" by EFFIE France 2024
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| Title | Immunity Potion |
| Brief | Actimel, renowned for its vitamin D-rich immune-boosting dairy drinks, faced the challenge of reconnecting with Gen Z. Parents had stopped purchasing it for them, believing it was solely for childhood. However, reaching this demographic proved challenging due to their disinterest in traditional media, where Actimel historically advertised. This was the starting point of our brief, raising awareness among Gen Z of the importance of vitamin D in their daily lives. To do so, we got to the heart of their culture: video games.Potions are undoubtedly one of the most widely used features in video games. We've used the most iconic of them to deliver our message on immunity. We capitalized on the striking resemblance between Fortnite's shield potions and Actimel bottles to create a brand new custom-build potion: the Immunity Potion. An innovative shield fueled with 30 seconds of damage immunity. To give this potion maximum recognition in the eyes of gamers, we've developed a special map in the creative mode with one of the game's most popular creator, a technical map based on a gameplay that emphasizes the Immunity Potion, making it indispensable for top performance in the mode. |
| Agency | VML |
| Campaign | Immunity Station by Actimel, Actimel/Danone |
| Advertiser | Danone |
| Brand | Actimel |
| Date of First Broadcast/Publication | Subscribers Only |
| Business Sector | Subscribers Only |
| Story | Subscribers Only |
| Media Type | Case Study |
| Length | |
| Vice-président Marketing France - Actimel | G....vo L..a Subscribers Only |
| Chief Marketing Officer France - Actimel | R..a P....na Subscribers Only |
| Marketing Director Dairy France - Actimel | Be....in F...h Subscribers Only |
| Senior Media & Digital Manager - Actimel | P...re L....au Subscribers Only |
| Senior Brand Manager - Actimel | C...ine D....mi Subscribers Only |
| Junior Product Manager -Actimel | L...se .e Va....es Subscribers Only |
| Marketing Manager - Actimel | C....le Ra.....urt Subscribers Only |
| General Manager - Wunderman Thomspson | V....le Br....ak Subscribers Only |
| Executive Creative Directors - Wunderman Thompson | A...en M...el &...; Pa.....ile R....nd Subscribers Only |
| Art Director - Wunderman Thompson | F....an A....au Subscribers Only |
| Copywriters - Wunderman Thompson | T...as B...c &...; G....el E....ne Subscribers Only |
| Traffic Manager - Wunderman Thompson | St.....nie R...ir M...li Subscribers Only |
| Business Director - Wunderman Thompson | A...en D...nt Subscribers Only |
| Account Director - Wunderman Thompson | Y..�l Ge....ar Subscribers Only |
| Project Manager - Wunderman Thompson | Gu.....me O...er Subscribers Only |
| Planner - Wunderman Thompson | L...a T....at Subscribers Only |
| Media Agency - Essence Media Com | Fr....ois D...es &...; K...il A....he Subscribers Only |
| Media Agency - Super Awesome | Y..n Ga....rd Subscribers Only |
| Senior Brand Manager Actimel | C...ine D....mi Subscribers Only |
| Junior Product Manager Actimel | L...se .e Va....es Subscribers Only |
| Marketing Manager Actimel | C....le Ra.....urt Subscribers Only |
| General Manager - Wunderman Thompson | V....le Br....ak Subscribers Only |
| Media agency | E....ce M...a C..: Fr....ois D...es &...; K...il A....he Subscribers Only |
| Media agency | S...r Aw....e: Y..n Ga....rd Subscribers Only |