Danone announces global partnership between Activia and Shakira for its new ‘Dare To Feel Good’ campaign
Posted: 13 March 2014 | Danone | No comments yet
The international collaboration will bring to life Activia’s ‘Feeling Good Starts from Within’ initiative with a new dance-themed creative that celebrates making inner health and well-being…
Today sees the launch of Activia’s exciting partnership with global icon, Shakira, as the Colombian-born superstar supports the yogurt brand’s new ‘Dare to Feel Good’ campaign. The international collaboration will bring to life Activia’s ‘Feeling Good Starts from Within’ initiative with a new dance-themed creative that celebrates making inner health and well-being.
Filmed in Barcelona, the new TV advertisement features Shakira in a fantasy forest where she is showered with swirls of gold stardust and is seen dancing to express how good she feels inside. Shakira comments: “I believe that taking care of your inner health is the key to personal well-being and dance is one way to communicate that synergy of feeling good within and without.”
Shakira’s new song ‘Dare (La La La)’- included on her brand new album named “Shakira”, launching on March 25th 2014 – provides the soundtrack to the TV commercial. Developed by Vinizius Young & Rubicam Barcelona, the advertisement forms the central piece within Activia’s first ever integrated global communication campaign, set to air on the 16th March, in more than 50 countries worldwide. Directed by the acclaimed photographer and director, Jaume de Laiguana, the commercial’s renowned production team also included Oscar winning art director Eugenio Caballero and award winning Javier Aguirresarobe.
Luca Casaura, Activia Global VP Marketing at Danone comments, “There’s no one better than Shakira to represent the importance of inner health. She perfectly exemplifies how feeling good on the inside is essential to her self-expression as a world-famous Performer.”