Communicate the work that Danone and all of its brands do to promote a more tolerant, equal and diverse society. At the same time, to advertise its Nurturing diversity initiative and its commitment to promote a more responsible and inclusive communication.
Proud Posters
Pride 2022 campaign
Challenge
Inspiration
The Danone brand has been feeding families and portraying them in its advertisements for over 100 years. But times have changed, and traditional families have given way to a variety of very diverse structures.
Idea
As part of the Pride celebration and with the help of a renowned illustrator, we versioned the brand's most iconic historic ads in order to give visibility to the great diversity of families that exist today. The idea was implemented in the streets of Madrid and Barcelona and was also the core of a large number of activations that the brand carried out in the main events of Pride Month.
Growth
The campaign opened a real debate in society, generating massive repercussions in the digital world and, above all, in social media. We were trending topic for three days in a row, reaching an audience of more than 26 million people. More than 200 websites picked up the news, reaching a PR Value of 550k€ and a ROI of 1,221%.
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