GROLSCH - THE YOUTUBE SYNTHESIZER
| Title | GROLSCH - THE YOUTUBE SYNTHESIZER |
| Brand | URSUS BREWERIES |
| Product/Service | GROLSCH |
| Category |
B01. Use of Social Platforms |
|
Entrant Company
|
KUBIS INTERACTIVE Bucharest, ROMANIA
|
|
Advertising Agency
|
KUBIS INTERACTIVE Bucharest, ROMANIA
|
Credits
| Eugen Suman |
Kubis Interactive |
Creative Director |
| Vlad Tataru |
Kubis Interactive |
Junior Copywriter |
| Tiberius Simion |
Kubis Interactive |
Art Director |
| Stefania Bercu |
Kubis Interactive |
Account Manager |
| Cristina Schitco |
Kubis Interactive |
Group Account Manager |
| Florin Ivan |
Kubis Interactive |
Agency Producer |
| Marian Ciungu |
Kubis Interactive |
Agency Producer |
| Ionut Avadanei |
Kubis Interactive |
Agency Producer |
Brief Explanation
Grolsch beer is synonymous with "creativity" in Romania and, as such, is a trusted partner of the creative community of young, hip and very artistic people. As such, we're always activating them on a select number of pillars, one of which is music. We aim to prove that creativity can change even the most mundane things into better versions of themselves.
Could we also transform the youtube film just by using creativity? Turns out we could, with no programming. We've basically reinvented the youtube film and transformed it into a digital synthesizer on which people could play actual music. No programming, just clever editing and usage of a less known functionality of youtube, the "go to" function.
Results and Effectiveness
More than 10.000 views in the first week.
Great PR from fubiz, trendhunter, brandrepublic and more.
Facebook buzz.
Creative Execution
Through clever editing, we transformed the simple youtube video that was at hand into an interactive digital synthesizer with zero programming. We transformed the static youtube media into an interactive experience.
Insights, Strategy and the Idea
We wanted to prove to our audience, once again, that creativity can change even the most mundane things. This execution does exactly that. Then we asked them to take part in the activation and come back to us with their versions of songs, by replying with the "recipes". Our target is comprised of young, hip people with artistic inclinations. They are always searching for the best next thing, they are early adopters and they love to be surprised with creative twists on everyday things.