Romanian Arctic launched a manifesto-campaign family-oriented, running under the slogan “We know Romanian families life from inside out”, which is a new communication platform continuing brand’s endeavor to support family. It underlines the emotional moments spent within the dear ones and ways one can turn home routine into special memories.
The campaign has a strong emotional component because it celebrates the beauty within families and that happiness is not related to patterns of ideal portraits, but with the uniqueness of family members and authentic moments that they share at home, alongside with their daily heroes. For them, nothing seems impossible, especially when they have who to rely on and Arctic is standing besides Romanians for more than 45 years and knows their habits and routines better than anyone, so it became part of the their family
Senior Brand Manager Arctic
The campaign brings up front the heroes of each family, heroes who always manage to turn a simple moment into a homey one, the one that comes to define and provide lifelong landmarks.
It happens very rarely that an idea presented in the pitch to take the exact form of the PowerPoint slides, but we had the “one in a million” combination”, as they say. First it was a cool, human brief, with a clear direction. Given that there is at least one Arctic product in any house in Romania, the brand had to take up their rightful role, that of a family member. From here to the creative concept it was only a step. That bundled with a client who went on our hands and agreed to show life as it is, good and bad, perfect and imperfect, which helped the communication to differentiate in the market. I want to keep working like this
Senior Copywriter McCann Romania
The campaign will run for the entire year and consists in a mix including TVCs, digital & social media activations, PR projects, special print and online activities, in-store promotion actions and co-branded campaigns with retailers. Also, for the next period, the #povestidininterior (storiesfrominside – n.red) platform will be launch and will consist in an app which invites fans to write stories connecting them with Arctic home appliances and which will be rewarded with with unique experiences.
The new campaign was developed by Arctic together with McCann Worldgroup Romania (Bucharest McCann, UM and McCann Romania // MRM).