Creative Solution:We invited consumers to upload their picture on a Danone package, in a special website. We promised them that the most rated consumers would appear on the real Danone cups (approximately 180,000,000 cups a year). Then voting started.The country went nuts. Danone consumers recruited their friends and family and used everything to succeed –emails, sms messages, blogs and even their Facebook accounts where they uploaded their Danone profile.

Soon Danone consumers as well as their family and friends formed a personal connection with the brand. e.g.: One of the TV ads used only friends and the families of consumers.

Results: 118.000 real people appeared in all media with their pictures & names:o60 different TV ads o15.000 different faces on banners opersonalized billboards turned consumers into local heroes in their hometowns.

44% of Israeli surfers visited the site (Google Analytics) DANONE became #2 search term on Google (Zeitgeist 2008- Food Category)Google trends showed the campaign was hot.

Votes came in from 157 countries! (Google Analytics)Brand TOM: +35%Brand Preference: +23%A huge database was created