The task was to create a campaign that will succeed the legendary Ledonardo, and that will bring Ledo closer to the younger generation whose life revolves around social networks.
Agency Imago approached this campaign with the notion that a classical campaign does not exist, and that almost the entire campaign be reduced to the product itself. But not just any product, but Hešteg (Hashtag) – an ice cream for sharing.
Thus the new ice cream was created in the shape of the famous symbol, which, in addition to being delicious, allows kids to have fun with it by hashtagging everyone around them. And after they share the Hashtag online, they can break it in half and share it with friends in the real world.
Hashtag is not just a product, it’s an interesting communication tool that organically enters the lives of consumers. It offers the consumer a number of options for entertainment, in addition to its primary function to be a tasty refreshment. “Isn’t that the goal and desire of every brand today,” said Igor Mladinović, Chief Creative Director of Imago.
Today’s kids want everything now and immediately. And everything they experience, they share on social networks, also now and immediately. With them in mind this product was designed, and with its unique image it will become a part of their visual vocabulary. Brands today want to become friends with their customers by all means.
“When they succeed in making consumers express their views, current feelings and creativity using their product, success for the brand is guaranteed. That’s the exact idea behind the #sladoledzaseranje (#icecreamtoshare),” said Darko Bosnar, Art & Innovation Director of Imago.
All in all, Hešteg is a product that will certainly have a lot to say this summer.
#imagozagreb
#ideaauthor – art&innovation director: Darko Bosnar
#chiefCreativeDirector – Igor Mladinović
#copywriter – Domagoj Delić
#juniorcopywriter – Josip Listeš
#seniorStrategicPlanner – Dina Dretvić
#accountExecutive – Martina Bek
#illustrator – Janko Počuča
