The campaign must do so in a way that feels authentic and distinctive, generating talkability and ensuring Danone stands out among Carlos Alcaraz’s other sponsors. Danone wants to announce Carlos Alcaraz as its new global ambassador. The goal is to make this announcement resonate with a worldwide audience, particularly sports enthusiasts and health-conscious individuals.

Carlos Alcaraz offers Danone a powerful bridge to a global audience through a natural alignment between the brand’s values and those embodied by the athlete. His authenticity and passion create an opportunity for the brand to connect meaningfully with him and his fans, highlighting shared beliefs and aspirations.

The campaign positions the ambassador as the starting point for Danone’s message. By using Carlos’s platform to express Danone’s mission, the collaboration becomes an echo of the brand’s DNA.

The creative concept is a playful parody of space landings, symbolizing Carlos’s arrival as the dawn of a new era in tennis. Hailing from Murcia, a desert-like region of Spain reminiscent of Mars but also the place where Carlos was born, he embodies an interstellar future filled with possibilities: reaching for the stars, inspiring hope, and motivating future generations.