Some mornings mean more than others. Those mornings we need to feel good to meet the challenges of the day. And some mornings we simply cannot fail. The Big Day is about no ordinary morning: a man is about to land for the first time on the famous red planet, Mars!

We came up with a simple idea: we wanted to establish that a morning without Actimel is a failed morning. The world could be separated into two: One with Actimel, and one without.

We have stretched the insight to ,the most important morning for mankind, and so we digitally launched this film about the shame and humiliation you feel when you fail in front of…all mankind!