Title | GROLSCH AWAKE EXPERIMENT |
Brand | URSUS BREWERIES |
Product/Service | GROLSCH |
Category |
G02. Branded Tech Offline |
Entrant
|
KUBIS INTERACTIVE Bucharest, ROMANIA
|
Idea Creation
|
KUBIS INTERACTIVE Bucharest, ROMANIA
|
Media Placement
|
MEDIA INTERACTIVE Bucharest, ROMANIA
|
Media Placement 2
|
MEDIA INTERACTIVE Bucharest, ROMANIA
|
Production
|
KUBIS INTERACTIVE Bucharest, ROMANIA
|
Credits
Laura Nedelschi |
Kubis Interactive |
Creative Director |
Carina Toma |
Kubis Interactive |
Senior Copywriter |
Cristina Schitco |
Kubis Interactive |
Group Account Director |
Diana Patriche |
Kubis Interactive |
Account Manager |
Luana Roth |
Kubis Interactive |
Planner |
Florin Busuioc |
Kubis Interactive |
Art Director |
Cristina Gherman |
Ursus Breweries |
Global Brands Director |
Georgiana Bercu |
Ursus Breweries |
Brand Manager |
Alina Ivan |
Kubis Interactive |
AV Director |
Ionut Avadanei |
Kubis Interactive |
DP / Colorist |
Marian Ciungu |
Kubis Interactive |
Editor |
Irina Petrovici |
Kubis Interactive |
Community Manager |
Aural Eye |
Aural Eye |
Neuroheadsets / Visual |
Millo Simulov |
Spider |
Director |
The Campaign
An unconventional experiment powered by neuroscience’s tools that transforms each person’s brainwaves into visual art.
We developed a special installation that consists of neuroheadsets, eye masks and the most important emotions generator, music, in order to make people re-connect to themselves.
Creative Execution
In our experiment, we used neuroscience to transform each person’s brainwaves into visual art.
A famous Romanian band, Vita de Vie held a live music show for 14 blindfolded participants of the experiment and the neuro-headsets specialists measured the emotional impact of the music.
While the band was singing, on the walls above the subjects we see their brainwaves transformed intro visual art.
In the middle of the experiment, we introduced daily life sounds as sms notifications, phone calls or emails alerts that quickly disrupted their concentration as in a regular life. As a consequence of their mental disconnection, the participants’ brains stopped drawing
After that, the people were asked to only take their blindfolds off, so that they could also see the amazing things they were doing with their brains.
To amplify our story, we video-documented our experiment and spread it in social media.
Our video documentary summed up 281 652 minutes as 95% target reached with 40% organic
315% increase brand mentions in social media.
Ours story registered 8 Million PR impressions per week and 10 Million Media impressions.
TARGET: THE MULTI-TASKERS
Grolsch addresses the creative minds of modern days. They are the multi-taskers, permanently connected on Facebook, Instagram, Email, Basecamp and so on.
Smartphone is the tool for their permanent “connection-ship”, the facilitator of all experiences: from concerts’ pictures, real time time work project feedbacks or food porn.
INSIGHT: MUSIC IS THE MENTAL ENERGY
Our people forget to really listen, feel and enjoy life without any interruptions. But in this crowded mental setting they have a powerful ally, “a way out” alternative: music. Music is a companion for busy days as well as a mental energy enhancer.
APPROACH: TRANSFORM MUSIC INTO THE ENERGY OF RECONNECTION TO YOURSELF.
Grolsch builds on music as a way to re-connect with your inner emotions. Because music has the power to awake us if we are ready to take our time and not only hear, but actually listen.