Activia #OddlySatisfying

Role: Concept, Creative Direction, Copywriting.

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Activia’s big campaign of 2022 was all about sloooow eat-ers. After all, they’re the ones who know that life is for living, and tasting even. Plus, taking your time to chow down on a meal is actually better for your digestion!

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So when it came to translating this taste & gut health-centric campaign on to socials, we had to think bigger than the usual cut-downs and repurposing of KV stills (although I did a lot of that, too). I spotted the opportunity to jump on the #OddlySatisfying trend and pitched to work with a 3D artist to create endlessly looping animations that you could almost taste through your screens.

 

Because when your audience is part of the doom-scrolling generation, what better way is there of getting them to slow down the endless taps, swipes, and scrolls, than hypnotising loops of fantastical content made to be stopped and stared at.

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We partnered with award winning 3D Artist Nicolas André to bring the concept from page and into the visual feasts on the right. My role also included overseeing all stages of production, managing stakeholders from all sides (senior clients to production partners & agents) plus, leading the creative on some cross platform repurposing when the content was turned into Pinterest assets.