PORTAL Art&Business | PORTAL WOMANCOMM | KREATIVNI PORTFOLIO 03 | HOTEL JUGOSLAVIJA (PDF)
Media-Marketing.com
  • Vijesti

    Wüsthof Sharp Systemic Brand Identity with Gigodesign wins Red Dot Award

    How to win a Grand Prix in Cannes?

    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

    Lokomotiva and SentecaCommerce signed a partnership for 12 European markets

    Virtual Drumming with Fernando Machado, Karolina Galácz, and Thomas Kolster

  • Tema sedmice
    daljinski-naslovnica

    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

    Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

  • Kolumna

    Sponsors? What that?

    misa-naslovnica

    Miša Lukić: What can start-ups learn from sperm?

    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

    The Advertising Industry: From Alchemists to Distributors and Back Again

    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

  • Dnevnik

    Diary of a Methuselah #176 Will our industry come out of this better and smarter?

    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

  • Mladi lideri

    Mladi liderji – Uroš Zorčič, New Moment Ljubljana: Vedno gledam na dela sama in ne postavljam v ospredje posameznih ljudi ali agencij

    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

  • Tri pitanja

    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

    francis-ingram-naslovnica

    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

    3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

    Three questions for Petra Krulc, Senior Vice President of Celtra

  • WomanComm
  • B/H/S
No Result
View All Result
Media-Marketing.com
  • Vijesti

    Wüsthof Sharp Systemic Brand Identity with Gigodesign wins Red Dot Award

    How to win a Grand Prix in Cannes?

    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

    Lokomotiva and SentecaCommerce signed a partnership for 12 European markets

    Virtual Drumming with Fernando Machado, Karolina Galácz, and Thomas Kolster

  • Tema sedmice
    daljinski-naslovnica

    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

    Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

  • Kolumna

    Sponsors? What that?

    misa-naslovnica

    Miša Lukić: What can start-ups learn from sperm?

    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

    The Advertising Industry: From Alchemists to Distributors and Back Again

    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

  • Dnevnik

    Diary of a Methuselah #176 Will our industry come out of this better and smarter?

    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

  • Mladi lideri

    Mladi liderji – Uroš Zorčič, New Moment Ljubljana: Vedno gledam na dela sama in ne postavljam v ospredje posameznih ljudi ali agencij

    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

  • Tri pitanja

    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

    francis-ingram-naslovnica

    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

    3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

    Three questions for Petra Krulc, Senior Vice President of Celtra

  • WomanComm
  • B/H/S
No Result
View All Result
Media-Marketing.com
No Result
View All Result
Home Interview

BalCannes Stories Behind the Projects: #LETUSSHOWOURTEETH; agency IDEO Zagreb

It’s important to know to show your teeth

31/08/2018
in Interview
3 min read
BalCannes Stories Behind the Projects: #LETUSSHOWOURTEETH; agency IDEO Zagreb 3

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

By Adnan Arnautlija

Social responsibility and activism of a brand are becoming increasingly important when it comes to choosing a product, especially when the case in point is a toothpaste, used every day, and more than once. Consumers choose brands with ideas and an attitude. Company Neva Zagreb, producer of Plidenta toothpaste, wanted to convey one such message to consumers.

The idea for the campaign was created just before the 2017 Local Elections in Croatia. Before the election, major turmoil was underway in the political arena, coalitions were made and destroyed, and governments alike, overnight.

The idea was to use the pre-election hype in the teaser phase with provocative messages without dental context but using the terms which have one meaning in dentistry and oral hygiene (a bridge represents fixed prosthetics, gums represent dental flesh, a fountain is a basin for rinsing of the teeth, a crown represents fixed prosthetics etc.), while having another one in local everyday life (the Bridge is a political party, the Right – meaning “gums” in Croatian language, represents the more conservative political orientation, rosaries – “crown” in Croatian language, serve for prayer in religions, and the building of a fountain was the main political promise of the mayor of Zagreb).

The creative and media strategy has followed the standard communication channels of political parties in the campaign, such as billboards, digital city lights, web banners, and social media. The campaign was divided into two phases – a teaser and a reveal phase. The teaser phase was supposed to raise dust through provocative messages, while the revealing phase, by revealing the dental context on the day of pre-election silence, was to contribute to the “a-ha moment”.

During the campaign, sales of Plidenta Healthcare tooth pastes increased by 55% in comparison to the previous year, and by 17% for the entire Plidenta range.

We learned everything else we didn’t know about the “Let us show our teeth” campaign, which was one of the top25 in the regional competition BalCannes in 2017, from Krešimir Razov, Account Manager at IDEO Zagreb agency.

We came up with the idea… in the time just before the Local elections of 2017 in Croatia. In the days before the elections there was major turmoil in the political arena, as coalitions and governments were formed and dissolved overnight. Media space, and hence the consumers, were overwhelmed with political messages, platitudes and promises, and we wanted to challenge those political promises in an intelligent and humorous way.

Our guiding thought was… to use ambiguous words in our messages, which become quite provocative outside their dentistry context.

During the realization, the biggest problem we encountered was… that there were no problems.

The greatest contribution of this campaign was… positioning of Plidenta as a socially responsible brand with an idea and a cause.

And it was special… because it was built on strong textual messages and the fact that its timing and local character were spot on.

 

1 of 4
- +
BalCannes Stories Behind the Projects: #LETUSSHOWOURTEETH; agency IDEO Zagreb 1
BalCannes Stories Behind the Projects: #LETUSSHOWOURTEETH; agency IDEO Zagreb 2
BalCannes Stories Behind the Projects: #LETUSSHOWOURTEETH; agency IDEO Zagreb 3
BalCannes Stories Behind the Projects: #LETUSSHOWOURTEETH; agency IDEO Zagreb 4

1.

2.

3.

4.

When it comes to our project, we are most proud of… the reaction and engagement of consumers that it provoked, and the fact that the campaign reached a great number of consumers, even those who usually ignore advertising.

If we were to go from scratch… we wouldn’t pay attention to threats and hateful messages we received during the campaign.

Throughout the process we’ve learned… that politics is an endless pool of ambiguous messages.

What you certainly didn’t know… is that it’s quite important to show your teeth sometimes.

We took home from BalCannes… well, we didn’t brought a lion, but we did awoken the lion for some new campaigns.

Tags: BalCannesBalCannesBalCannesIDEO ZagrebLETUSSHOWOURTEETHPlidenta
ShareTweetShare

Related Posts

Interview

Life after BalCannes – an interview with Leo Messy

24/06/2019
21. 09. 2018., Rovinj - 11. Weekend media festival, BalCannes predstavljanje 25 najboljih projekata

Photo: Danijel Berkovic/PIXSELL
News

Entries for BalCannes and the hunt on lions open tomorrow!

31/05/2019
News

Inspire the region with your projects at BalCannes, and go to Cannes with a lion already in hand

16/05/2019
Mercator’s Conference: Opportunities of the Future – A look back and bold plans looking forward 3
Diary

Diary of a Methuselah #145: Valerija Prevolšek, Mercator’s Strategic Conference and Mojca Randl

12/02/2019
Diary of a Methuselah #95: How to sell yourself?
Interview

Interview with Ekrem Dupanović on Creative Portfolio, Balcannes, and more

13/12/2018
Diary of a Methuselah #121: As always at Weekend, it was very tiring due to overwhelming program, crowd, and too many contacts. But useful too
Diary

Diary of a Methuselah #122: As always at Weekend, it was very tiring due to overwhelming program, crowd, and too many contacts. But useful too

26/09/2018
Next Post
Singing produce from McCann’s garden in new Konzum campaign 7

Zdravoljupci surpass half a million YouTube views in just two weeks


Media-Marketing.com

2011-2020 © All rights reserved.

Portal Media-Marketing.com

  • About us
  • Marketing
  • Impressum
  • Contact
  • Terms and Conditions
  • Privacy Policy

Social Media

  • News
  • Topic of the day
  • Interview
  • Opinion
  • Diary
  • Young Leaders
  • Three questions
  • Media Marketing
    • About us
    • Marketing
    • Impressum
    • Contact
    • Terms and Conditions
    • Privacy Policy
  • Advanced search
  • en English
  • bs Bosnian

2011-2020 © All rights reserved.