When your belly is on your side, the rest follows
- Activia
VMLY&R MADRID
Activia is often associated with going to the bathroom regularly 💩 but it’s much more. The client challenged us to tell a story that helped us build on the benefit of vitality and gut health.
Activia is often associated with going to the bathroom regularly 💩 but it’s much more. The client challenged us to tell a story that helped us build on the benefit of vitality and gut health.
We realized people need an inspiring payoff to look after themselves, like becoming a yoga celeb. And that’s how “When your belly is on your side, the rest follows” was born.
Our concept became a global platform for the brand. The first film was aired in Russia, and other countries like Spain and France, followed.
Video transcript
When your belly is on your side, they name a yoga position after you.
Wait, what?
Yeah, because you feel full of life. And you’re ready to seize the spring.
And you’re up for a run again. Way to go, girl!
And you play fetch with your dog. Good boy!
But, ooops. You lose sight of it.
And then: BOOM!
You accidentally impress a yoga class with your pose.
And they follow you.
And your pose even reaches the other side of the world!
© SILVIA OTON / 2025