Campaign for Svitanok juice
The challenge
Build a warm association for a new juice brand
Svitanok (Ukrainian for “dawn”) is a brand of Ukrainian juices that's relatively new to the market. Its main selling point: natural ingredients, no colorings or preservatives. For the launch of a new product, the producer wanted a campaign that would build a warm association and stick with viewers.
The result
An ad full of family warmth
Our team got to work and, together with the client, pinned down the key ideas: dawn, family and a name that sings. Together they had to make the brand memorable. In the spot we created a magical homey atmosphere: an autumn dawn, the whole family waking up in a bright apartment, everyone getting ready for their day. But they all sit down at one table to have breakfast and enjoy some juice before the new day starts. The whole family is happy and smiling, and the viewer subconsciously gets that this is their little tradition — Svitanok juice in the morning. We paid a lot of attention to the script: it rhymes simply and sticks. And the cherry on top is the slogan, “Every morning, drink Svitanok juice” — in Ukrainian, “ranok” (morning) rhymes with “Svitanok”. As a result, the client got a campaign that built an association with Svitanok juice and lodged itself in viewers' minds with a catchy ring.
Credits
- Director
- Mariia Khalpakhchi
- DP
- Thomas Stokowski
- Creative
- Vitaliy Sobolevskiy
- Producer
- Anastasiia Nesterova
- Production designer
- Lara Kravchenko
- 1st AD
- Denys Shvets
- Gaffer
- Dima Amelichiev
- Editor
- Borys Vasiutynskyi
- Motion graphics
- Artur Smoliuk
- Playback
- Oleksii Honiailo
