The new vision of youth for “Karpatska Dzherelna”
- Creative
- Complex creative Campaign
- Creative idea
- Communication strategy
- Video&photo production
- Media
- Development
- Design
- SMM & Influencers
Task
Perhaps the most difficult part in our job is to bring something new to well-known brands that have already manage to gain a certain amount of customers and form their image. It’s impossible to satisfy everyone, but we still took the liberty of presenting the youth in a new way for “Karpatska Dzherelna” brand. In the summer of 2019, their brand team turned to us with a brief to launch the brand on digital platforms. They wanted to profoundly reinterpret the brand image for a young audience. At the same time, it was important to stay within the concept of “Carpathian Rejuvenating Water” and sound challenging enough. Our customers in digital channels are younger and more active than those who consumes mostly TV content. They have a different view of sexuality and provocation, and it was important for us not to look like sexists and not to play on the grounds of ageism. Such things would immediately raise a wave of disapproval, which we definitely did not want.
Solution
The idea
Working on the new image of the brand, we decided to turn to the main value of youth, or rather to its main indicator — skin and its condition. We came up with the idea to visualize an emotional world in which the rejuvenating effect of “Karpatska Dzherelna” water captivates everyone around. People have become literally besotted with fine skin. They want to look at it, touch it, and feel its texture. And of course, we wanted our target audience to feel a little thirsty with these emotions. And throughout the video, we gently hinted at the product that would help to cope with thirst, meaning “Karpatska Dzherelna” water.
Implementation
And then we did a lot of work with the style of the video. We were looking for a solution for a long time and finally settled on naturalness. This visual style was often used by fashion pages on Instagram back then: minimal makeup, natural colors, a little noise in the picture. That’s why we didn’t look for actors, but held a casting among the top-5 Ukrainian fashion agencies. The video has no dialogues, the whole drama is based on solid choreography. This choreography is intended to arouse emotions equivalent to a flight into outer space.
