Переможці 2018

BACKGROUND Morshynska mineral water in a glass bottle is a product with elegant and attractive design. To prove and enhance this feeling, Morshynska made a collaboration with a famous Ukrainian fashion designer Lilia Poustovit and created a new premium limited edition bottle design. Our task was to set the perception of Morshynska as a fashion-related brand and to promote the unique bottle design. The best way to reach large and relevant audience is via Youtube pre-roll ads. The only disadvantage of this format — users can skip the content after 6 seconds if they don't like it. We had to make the video as engaging as possible from the first seconds to the end. CREATIVE IDEA / SOLUTION At first glance, glass bottle has nothing to do with fashion. Our challenge was to create a seamless connection between Morshynska and Poustovit and to show the spirit of youth and naturalness as the key features of these two brands. To reach out to fashion lovers we launched the collaboration in the same style as fashion designers present their collections: fast dynamic cuts, juicy craft, a large variety of visual elements, rhythmic bits. Using these methods, we created a video that unites water and fashion. EXECUTION Оn a visual level we matched light moving fabric with moving water, Carpathian forests with prints from Poustovit's collection, dynamic typography with 3D graphics. Using 2 prints and 1 glass bottle as a source material, we unfolded them into wide variety of visuals and twists which kept high video dynamics. Sound design was crucial for the look & feel synesthesia: music theme supported a motion transitions, techno track increased involvement into the video. RESULTS 5 800 000 + views on YouTube Good involvement also influenced the price of promotion — we didn't even spend the entire promo budget — within 72% of the budget we reached 129% of KPI for unique views of the main video.