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TEAM
CREATIVES:
Adrian Preda - Creative Director
Cosmin Ezaru - Art Director
Cristina Panaitescu - Art Director
Roxana Panaitescu - Copywriter
Rafael Marinescu - Copywriter
STRATEGY&RESEARCH:
Anca Iulia Calin
CLIENT SERVICE: Diana Pojoga
A/V /PHOTO PRODUCTION:
Eugen Stanescu, Radu Teodorescu
PRODUCTION HOUSE:
Carlo Production
DIRECTOR: Cristopher Vibenius
DOP: Mattias Montero
SOUNDTRACK: Kamper Music
PHOTOGRAPHER: Cosmin Gogu
URBB:
Shachar Shaine - Marketing & Sales Vice President
Catalin Ignat - Marketing Director
Eduard Popisteanu - Brand Manager Tuborg
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Tuborg Romania launches its new image campaign called "Tuborg Laws", this campaign bringing into the front line the new visual identity of the Tuborg brand.
The brand's new visual identity highlights how dynamic and innovation oriented the Tuborg brand is, this direction being also visible at this moment in the new Tuborg packages and labels belonging. The image campaign follows various directions: print press, television, outdoor and transit.
The TV commercial promoting the Tuborg new identity is based on the slogan "Live Life to the Full! You and Tuborg." It is being by the idea of an universe created by somebody's own values - My choice. My way. The result: Tuborg Laws - a new interpretation of some famous laws.
"Tuborg Laws paraphrases some famous laws, in a new approach, funny and unconventional. Tuborg Laws are: < Orders are not challenged, but interpreted.>; < The boss is always right. When he brings Tuborg.>; < All for one, Tuborg for all.>; < If you can't come to Tuborg, Tuborg will come to you.>; < Combine and conquer.>; < Good things never come alone.>. What else could be so exciting as living life to the full according to these rules?", says Isaac Sheps, President of Tuborg Romania. "This is the main TV commercial of Tuborg to be broadcasted in 2004 in Central Europa and we are very proud it has been realized in Romania, the most important Tuborg market in the central-European region", ends Sheps.
The TV ad called "Tuborg Laws" is broadcasted on main national TV stations and also in movie halls, starting February 20, in two versions of 30 and 45 seconds. It will be broadcasted in adapted forms in other European countries, too.
"It was an honor for us to be the authors of the second international Tuborg TV commercial, the first one being that in 2002, broadcasted in other 6 countries. A fresh and open-minded concept, which shows the main features of Tuborg, ever refreshed in their turn; an idea sustained not only by our client and ourselves, but also by the consumers", says Dan Moraru, Managing Director Graffiti BBDO.
The final concepts of the pitch were tested in each country where the TV commercial should be broadcasted, the final one having been chosen by the consumers. These chose Tuborg Laws to be the best concept.
The director of the TV ad was Cristopher Vibenius, with Mattias Montero as Director of Photography, both from Sweden. Carlo Production is the production house in charge of this ad. The soundtrack of the TV ad is a cover of Smash Mouth's "Walking on the Sun".
The results of the IMRCG case study realized for Tuborg Romania show that Tuborg is the most appreciated beer in Romania, the brand image being associated with youth, independence, good quality and international fame. For Tuborg, Romania is the fourth largest beer market worldwide and the biggest in Central Europe. |
