You've Got Guts

Agency Network: 
October 2021


Danone celebrates women's courage in new Canadian ad campaign.

Lg2, the largest independent creative agency in Canada, recently collaborated with Danone for its Activia brand. You’ve got guts, a bilingual (French and English) campaign available on TV, on social media and online, highlights women who demonstrate courage in different real-life situations.

While in the past Activia ads have focused on the gut-health benefits of probiotics, this new campaign showcases the big and small moments in life when women show they have guts. Taking things a step further, the ad’s narrator, Geneviève Lamoureux, is a woman with a stutter. Because recording a VO for the first time when you have a speech impediment really takes guts. The reaction from the community of people with speech impediments has been very positive.

Film advertisement created by Lg2, Canada for Danone, within the category: Food.

Advertising Agency: lg2, Montreal, Canada
Vice-President, Creative: Nicholas Paget
Vice-President, Strategy: Anne-Marie Leclair
Vice-President, Client Services: Marie-Christine Cayer
Creative Director: Stuart Macmillan
Copywritter: Roxanne Pelletier
Art Director: Léa-Laure Bergeron
Client Services: Julie Bergeron, Kathryne Beaulieu, Andréanne Turcotte
Agency Production: Simon L Dubé, Lina Piché
Graphic Production: Lg2Fabrique
Production: Mélanie Charbonneau
Director Of Photography: Yves Bélanger
Prod. House/Production: Cinélande
Post-Production: Post 430
Soundtrack Studio / Engineer: Blvd
Music: Bam
Partner Agencies: Wavemaker, Carl, LPI
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