With the concept of Fairy Tales from the Golden Well, the syrup brand wants to differentiate itself from the established communication in the category.
"We were looking for a distinctive, long-lasting concept that would deliver our main asset and at the same time stand out from the usual cluster of ads in the category," says Petra Rybyšarová, marketing manager at St. Nicolaus in the Czech Republic, under which the Zlatá studna brand falls.
Matúš Ficko, Strategy Director at Triad Prague, describes the origin of the campaign concept. That's why we decided to tell the brand's story through a fictional history - and it was only a step from there to fairy tales."
The client and the agency agreed from the start that they did not want "the obligatory mum in the kitchen pouring juice for thirsty children" in the concept. The advertising for the challenger brand had to be bold and a little on the edgy side.
"Our creative strategy is to create a unique, fun world that introduces viewers to our new brand, and to embed slightly provocative yet endearing stories that communicate the main benefit in a simple and witty way, but most importantly entertain parents and children. That's how the well and our two 'elves' were created," explains Aleš Brichta, creative director of Triad, who won the Creative Team of the Year trophy along with Vítězslav Štrobl at the recent announcement of Agency of the Year results.
He is hinting that the humorous spot, in which two mysterious elves living inside a well playfully "spit" thick juice into a bucket of water for unsuspecting villagers, should only be the beginning of a long-term communication.
"Our ambition is to get into the top 3 on the Czech market in the medium term and to do that we need, besides a top product and a good price, a consistent but also disruptive and in some ways disruptive communication," reveals Micheala Vallová, Zlatá studna's brand manager for the Slovak market.
The spot was produced by the animation studio Divize Animation of the renowned animator Bára Anna Stejskalová, who has been nominated for the Czech Lion three times.
"We wanted to 'challenge' not only the fruit juice market itself and its clichés, but also the style of today's ads full of artificial CGI and AI. The goal was to create a timeless execution concept that has real craft value," explains Stejskalová.
Michal Dvorský, art director of Triad, adds about the execution. That's why we chose Bára, who represents the next generation of creators and at the same time the top in this field."
Zlatá studna and its thick syrups enter the market with four flavours - forest mix, raspberry, orange and elderflower. The campaign launches in April primarily onlin and in-store with the first Tale of the Golden Well in 15 and 6-second spots.
Campaign Visit
Client.
Creative agency.
Media Agency.
Production.
Directing.
Creative director.
Account director: Daniel Weiss
Strategy director: Matúš Ficko
Account manager: Eliška Hortová
Ideamaker: Michal Dvorský, Štěpán Plicka
Art director: Michal Dvorský
Source: mam.cz