The new edition of Innovation Day, promoted by StartUB!, was held at the Campus Alimentació of the Universitat de Barcelona, in collaboration with the Danone Chair.
The iDAY is an intensive training experience that connects students with real challenges from the professional and business environment. On this occasion, the proposed challenge invited students to find new ways to communicate the science behind Actimel. In this way, encouraging students to innovate in new scientific communication processes and to reflect on how to reach audiences in the most optimal and clear way possible.
The activity was developed using design thinking methodologies and the Innovation Toolkit of StartUB!, a tool designed to guide innovation processes in a structured, practical, and collaborative manner. Through this approach, teams worked on identifying the challenge, generating ideas, developing creative proposals, and delivering their final presentation in pitch format.
Among the objectives of the challenge were:
- To explore new ways of communicating the science behind Actimel.
- To develop a digital campaign.
- To transform scientific concepts into simple and powerful messages, while respecting legal restrictions.
- To answer the question: how to differentiate a scientifically solid brand in an environment saturated with messages?
A total of 8 teams participated in the event, presenting their proposals before a specialized jury, which assessed creativity, message clarity, feasibility, and alignment with the proposed challenge.
The winning team was Danos@ures (composed of Luisa Fernanda Márquez Katzalco, Erika Xue Góngora Cortéz, Aina Bosch Huerta, and Claudia Temprado Gil), who presented a proposal entitled “Encuentra la señal actimel, lo que no ves pero te protege”, a campaign that stood out for its 360º health perspective, considering that it combined concepts of nutrition with activity and sport.
With Innovation Day, once again, StartUB! reaffirms its commitment to experiential and transformative training, which fosters talent, creativity, and students’ innovative capacity, while strengthening the connection between university and business. An initiative that demonstrates how ideas emerging from the academic environment can become solutions with real impact on society.