The Actimel Team and the Battle for the Ultra-Element

The Challenge: Revamp the image of the Actimel Kids characters to connect with a broader audience, maintaining their essence while making them more appealing and relevant.

The Idea: To relaunch the identity of the Actimel Kids team in Europe, we developed a new storytelling tailored to a slightly older audience. We introduced an epic narrative where the “Ultra-Element”—a liquid matter of vital energy contained in Actimel—becomes the core of a battle between good and evil. Additionally, we designed new characters to enrich the brand’s universe and strengthen its connection with consumers.

We transformed the story into a multiplatform experience through a 360° campaign that included:

High-impact animated commercials to bring the characters to life. Interactive video games. Augmented reality collectible cards. Packaging.

Role: Art Director.