Marina
Ougier
Creative
Copywriter
DANONE
GREEK
THE 1/10 CAMPAIGN.
2025 - BETC
When 9 out of 10 people prefer Danone’s Greek yogurt recipe over the competition’s, the brand could’ve just sat back and enjoyed the win, or made one of those toothpaste ads approved by 9 out of 10 dentists.
But that would’ve meant forgetting someone. One person. The exception.The famous 1 out of 10 who, against all logic, stays loyal to something else.
Danone chose to respect the exceptions, the ones who don’t follow the crowd.
Because deep down, they’re just like the brand: demanding, stubborn, convinced.
So it decided to celebrate them. To give them a voice.
Even if, objectively, they have shitty taste.
RIYADH AIR
NATIONAL DAY
2025 - BETC
English VO traduction
“It all starts with a vision.
Where one see a limit,
we see a starting line.
To some, it's sand.
To us, it's a space to create.
When some see an heritage
we see a foundation for what’s next.
What once stood quiet,
has found its voice.
more than an airline,
a whole country rising.
To every dreamer
shaping the future of Saudi,
Happy National Day. “