Nominalizarile obtinute la FIBRA #2:
- Film Craft
PRESENTING THE CASE
Campaign / Execution Summary
Zizin is the natural mineral water with neutral Ph. A local brand, whose objective was to make itself known between big, national players. The battle for the equilibrium territory was harsh, as all the mineral water brands were promising balanced life styles due to the equilibrated composition of minerals from their waters. The media was invaded by the classical images of pure waters springing from the mountains and those of perfect families.
Zizin approach was to say the same thing, but in a different way. In fact, the strategy was not only to say it, if not to shout it. Better said, to show it in a visually shouting way!
So, if the brand was bringing the the peace in every family, we have decided to show it in an extreme way using animal heads on human bodies to create perfectly equilibrated couples out of antagonistic characters (a lioness and an antelope during the first flight of the campaign).
When Zizin had to launch the 1 liter bottle, we had to announce the main benefit of the new packaging: neither too much, nor too little, just the right amount of water and continue the mother brand communication’s line.
We went on with the animal heads in order to depict insightful characters in day by day situations whose lack of equilibrium was more than obvious: a tall giraffe wearing long heel shoes or a short meerkat trying to drive a huge jeep.
Thus, the concept being nailed, the studio came into the scene starting with a deep documentation process of animal behavior and kinetic and continuing with rigging, animating or compositing, with the final objective to create an ultra realistic computer generated image.
Zizin 1 Liter claim:
Neither too much, nor too little, just the right quantity of water.
Context / Problem / Opportunity / Insight
The 1 liter water bottle was especially designed for specific situations:
- when driving and a 0,5 liter bottle is finishing too fast, but a 2 liter one is too heavy and difficult to handle;
- when walking a small bottle is not enough, but a big one is difficult to carry;
- when working out a small bottle is not hydrating enough, but a bigger one is too hampering .
Target Group
Active people, men and women between 19 and 49 years old, urban environment, which means a total of 4.345.000 persons.
Results
78% of the targeted group reached on TV, which means that 3.400.000 persons saw the message campaign at least once.
INFO
Agency/Company: MullenLowe Romania
Entry Case Title: Zizin 1 liter
Brand: Zizin
Client: Ape minerale Zizin
CREDITS
Copywriter / Group Creative Director : Andrei Munteanu
Art Director / Group Creative Director: Victor Oprisan
Account Director : Andra Panaitescu
AV Manager: Ilinca Nanoveanu
Client Service Director: Alina Balan
Chief Creative Officer: Vasile Alboiu
Marketing Specialist: Mihai Parvulescu
Marketing & PR Specialist Zizin: Georgiana Forsea
OTHER CONTRIBUTING COMPANIES
Media Agency: Initiative Media
PR Agency: Golin
