Graffiti BBDO made the TV campaign for Ursus Cooler, cooling mix of beer and lemonade, a campaign that includes 2 ads for TV that will run until the end of autumn.
The ads are meant to give consumers the insurance that, if Ursus decides to make a mix of beer and lemonade, the mix will have the same quality standards.
The brief was simple: convince consumers to pick up our product as the most tasty and cooling beer and lemonade mix. Moreover, it is also Cooler. The communication has a functional purpose – to show how lemon ends up in beer, but is made in Ursus’ style – in an extraordinary and spectacular way
Strategic Planner Graffiti BBDO.
When you introduce to the public a mix of lemonade and beer, it is a better idea to say that clearly, to show lemonade and beer mixing on one side and, on the other, consumers that enjoy the result. But this is exactly what everyone is doing. The mix of beer and lemonade from Ursus is Cooler so the way we showed that had to be cooler also. The force of Ursus brand and the new products’s name oblige us to present the same mix of ingredients in a Cooler way
Creative Director Graffiti BBDO
The teams that worked on the campaign include
- Graffiti BBDO: Roxana Hrimiuc – Group Account Director, Delia Arghir – Senior Account Manager, Cristiana Plavicheanu – Account Executive, Vlad Lazar – Creative Director, Bob Toma – Head of Art, Liviu Isop – Head of AV Production.
- Production: Saga Film / Director: Michael Abel / Producer: Marius Bucur.
- Ursus Breweries: Mihai Barsan – VP Marketing Ursus Breweries, Marian Olteanu – Senior Brand Manager, Victor Teiosanu – Brand Manager and Ioana Tanasa – Senior Innovation Manager.