Mg Mivela launched a campaign in Serbia, based on the new communications platform and brand strategy developed by the team of Saatchi & Saatchi Croatia.
Mg Mivela has so far been recognized as a water that is naturally rich in magnesium, which contributes to the normal functioning of our mind and body throughout the day. By combining all its functional advantages, the brand, in cooperation with Saatchi, decided to step out of the ordinary and take a more emotional direction.
Saatchi’s communication platform is based on a simple premise: “Everyday stress and fatigue make us anxious. With the water that is naturally rich in magnesium, which is needed to create energy for proper functioning of the muscles and the heart, you can achieve everything!”
The platform occupies the territory of WILL, communicates the new brand claim SOME CAN DO EVERYTHING, and brings a series of TV ads directed by Ognjen Janković.
This a bit British style of communication was applied in other materials/formats, which we can soon expect in the markets across the region and not just in Serbia
Project team:
Mivela
Dragana Puzović (Director), Slađan Liješnjić (Director), Ivana Delić (Marketing Director), Aleksandra Lucić (Marketing assistant)
Saatchi Hrvatska:
Aleksadra Dilevska (CEO Publicis One Croatia), Ivan Tanić (CD), Robert Pešić (CSD), Nebojša Cvetković (AD), Ivan Pavičić (SCW), Paula Baburić (SPD), Sandra Gašparić (AM), Alma Mujčinović (AE)
Video produced by: RED Production.
