Athletic start for collaboration between Danone and Boondoggle Havas

Since summer 2023, Danone, the international food company known for brands such as Actimel, Alpro and Evian, has entrusted its communications to the global Havas group. In Belgium, Boondoggle Havas will continue to develop Danone's brands across these three categories: Dairy and Plant-Based Products, Waters and Specialized Nutrition.

The kick-off of this partnership was immediately a major one. We created a brand-new campaign together with HiPRO that encourages Belgian sports enthusiasts to train even more and, above all, to pay attention to sports nutrition.

The agency didn't do that through pure product porn. On the contrary: Boondoggle Havas’ teams added an engaging layer of storytelling. Wherever you set the bar and whatever your athletic goals are, with training, perseverance, and a good nutritional balance, you will become tougher, step by step. This is exactly what HiPRO stands for. No unrealistic promises, just the promise that their products are a wonderful addition to the diet of athletes. A helping hand, a part of a healthy lifestyle, a way to feed the fire inside.

To do so, two absolute top athletes share their personal stories full of ambition, patience, perseverance and stubbornness: cyclist Lotte Kopecky (represented by Wasserman Cycling), multiple world champion, and 400m runner Cynthia Bolingo, multiple Belgian champion who still continues to smash records. In their inspiring videos, the message is clear: no matter what discipline you're in, it's not about how many times you fall, it's about how many times you get up. Don't give up, never back down.

Mathieu Cardon, executive creative director: "For the visual poetry and powerful storytelling, we selected Jef Boes, who did not disappoint." Together with the creative team, Boes distilled two strong commercials that are beautiful and powerful both on TV and online thanks to the uniqueness the product and the brand are presented with.

Lotte Kopecky and Cynthia Bolingo are already fans of HiPRO and of their video. Check out the campaign videos and the determined attitude of our Belgian talents in the visuals.

Boondoggle, Havas
Together Beyond.

This campaign will run on TV, OLV, DOOH and socials as of February 29. Check out the campaign materials here:


Client team: Marie Ong, Tô-Anh, Rick Nijhuis
Account team: Hanne Goossens, Carlota Schuermans, Manou Geeroms, Valerie Vleminckx ​
Creative team: Thierry Verdoodt & Stephen Walckiers
Copywriting FR: Gilles André
Executive creative director: Mathieu Cardon
Producer Boondoggle, Havas: Bérengère Lurquin
Production: ILA
Director: Jef Boes
DOP: David Doom & Ivo Nelis
1 AD: Tanguy Lijssens & Bob Vanwayenbergh ​
1 AC: Wouter Dewilde & Vincent-Aaron Seghers ​
2nd AC: Tone Verswijvel & Deen Vandewalle ​
Photo digi assistant: Bassiel Debrock
Photo digi intern: Kaye van Loon
Gaffer: Dries Depaepe & Robert Hoebeke
Electro: Antonin Suppes & Bart Van Driel
Key grip: Lester Otten & Thibault Sellier
Grip: Michiel Merlevede & Antoine Piccarelle
Sound engineer: Maarten Janssen & Vital Tilborghs
Set dresser: Karina Soors
Set dresser intern: Sarah Evrard
H&MU: Kim Thylaert
Executive Producer: Bo De Group
Producer: Sarah Theys
Production assistant: Sharon De Graeve & Maxine Lodewey
Runner: Zoë Fransman & Lotte Brebels
Grading: François Dubois ​
Post production: Frames
Audio: Thomas Houthave

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About Boondoggle

Boondoggle is a full-service digital native creative and customer experience agency, employing over 60 people in Belgium. With holistic brand building approach at its core, Boondoggle delivers creativity through advertising campaigns, digital media and marketing services, integrated with innovative digital products and services. The agency brings together smart people from diverse disciplines to make this happen - including writers, service designers, art directors, UX specialists, brand strategists and developers. 

Boondoggle has a combination of international and local clients, including Beobank, Luminus, Danone, Nomad Food Group, Achmea, NATO, Bancontact Payconiq Company, Stellantis Finance, BioBest, AstraSweets, Trends/Tendances, NCOI, ADESA, TWEGOS, Federale Verzekeringen et Jacqmotte. Boondoggle’s promise is “Together Beyond”. 

Boondoggle's belief is that collaboration is the key to creating meaningful brands, products and services and the agency strives to work together with its clients to take them beyond.


Havenkant 6, bus 508 3000 Leuven Belgium

+32 486 25 92 17

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