After the Jamie Lee Curtis days, Activia needed to reconnect with their audience in a more meaningful way. So, they came to us to create an equity campaign that connects the emotional and functional benefits of their product.
The It Starts Inside campaign was a combination of TVC and OLV that told stories about the important connection between probiotics, self-care, and being your best self.
Agency: Wunderman NY // Client: Dannon // Role: Copywriter
Inner Voice Interview
We launched the campaign with a social experiment, talking directly to women about their internal barriers.
Inside Stories Series
Featuring Reshma Saujani (Founder of Girls Who Code,) Irma Martinez (Stylist and Entrepreneur,) Stephanie Izard (Top Chef winner and 4 time Restaurateur,) and Randi Zuckerberg (Producer and Entrepreneur,) the “Inside Stories Series” is a four-part docu-series tells the story of four women’s journey to overcome their inner critic.
