The 1st Romanian company of dermato-cosmetics for women, Ivatherm, chose Grey-G2 Romania to make its first ATL campaign. The campaign started on October 5th 2012, with a TV ad with and for women, perfection and invented flaws.
One doesn’t need specialists in women psychology to notice how, in each bar, tea house or restaurant, women are trying, through different means, to show their strong points and exercise their charm over the other people. Only that, when your beauty gets to the point where it generates inhibitions to others and make them feel inferior, you must rethink your position. The campaign’s idea resides exactly in this irony: beautiful women have difficulties in being socially accepted and this is a burden that force them to minimize, hide or even being ironic towards their qualities
Head of Planning Grey – G2 Romania.
Today, 7 years later, we felt the need to get closer to the general public through an campaign that includes more channels, TV, print and online. “One” anti-aging, with vegetal stem cells, is the subject of this campaign, an innovative and efficient product for re-youth the skin. We chose Grey-G2 Romania following a complex pitch in which were also involved a few renown agencies in Bucharest. We were extremely happy with ads’ idea, very different compared to classic cosmetics videos (…) The beauty that is envied and than accepted is a very present subject in our lives and, still, so amusing to surprise every time
CEO & Founder Ivatherm
The campaign runs from October to December. The media mix includes 10 TV channels, print press and online, social media and promo communication in pharmacies. The business target of the campaign is to double the sales for anti-aging range and increase by 18% the sales of the entire range of products by the end of the year.
The TV ad was filmed by Multi Media Est and directed by Hypno, with Veronica Pascu in the main role and special music composed by Vlad Gheorghiu (KMP Studio) for this story.
The team that worked on the campaign included:
- Ivatherm: Rucsandra Hurezeanu (CEO & Founder), Corina Teoharie (Product Manager), Iulia Bilea (PR Manager), Brandușa Popescu (Executive Manager).
- Grey-G2 Romania: Alina Buzatu (Head of Strategy), Oana Gheorghe (Senior Copywriter), Patricia Suliman (Senior Art Director), Mihai Fetcu (Creative Director), Nicoleta Dima (Account Manager), Patricia Arbanas (Senior Account Manager / Balkans), Radu Glont (New Business Director).