Yogurt drink brand Actimel is running a special-build out-of-home campaign to illustrate how the dreary winter weather can have serious consequences for people’s bodies.
Crafted by Paris-based creative agency BETC, the billboard displays simulate being damaged by the UK’s famously wet and windy winter weather, reading “If winter can do this to a poster, imagine what it can do to your body.”
Running across London and Liverpool, the special builds were developed by creatives Tristan Lenczner and Simon Carr, and designed by Justin Reich.
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’Winter is a time of year during which our immune system can be challenged and we wanted to create a campaign that brings this message to life in an unexpected, visually engaging way,” Danone Activia and Actimel head of marketing, Rachel Wright said.
“This billboard serves as a powerful reminder to support your immune system through the season with Actimel.”
Produced by BlowUp Media, the campaign follows on from BETC’s appointment by Actimel’s parent company Danone to oversee the creative output across several of its flagship plant, dairy and water brands in 2023.
