Title	MONUMENT TO THE UNCHISELED
Brand	PIPI BEVERAGES
Product/Service	PIPI SOFT DRINK
Category	C03. Exhibitions / Installations
Entrant	IMAGO Zagreb, CROATIA
Idea Creation	IMAGO Zagreb, CROATIA
PR	IMAGO Zagreb, CROATIA
Additional Company	DRAP Zagreb, CROATIA

Name	Company	Position
Igor Mladinović	Imago Ogilvy	Chief Creative Director
Darko Bosnar	Imago Ogilvy	Creative and Art Director
Barbara Sabo	Imago Ogilvy	Copywriter
Josip Listeš	Imago Ogilvy	Copywriter
Saša Perić	Imago Ogilvy	Art Director
Marko Gereci	Imago Ogilvy	Designer
Dina Dretvić	Imago Ogilvy	Strategic Planning Director
Nela Fegić Moguljak	Imago Ogilvy	Strategic Account Planner
Iris Žarkov Štambuk	Imago Ogilvy	Account Director
Željka Perković	Imago Ogilvy	Senior Account Executive
Ivana Besak	Imago Ogilvy	Senior Account Executive
Ratko Nikola Janjić	Imago Ogilvy	Prepress Manager
Lana Kessler	Imago Ogilvy	Prepress Assistant
Tvrtko Kračun	DRAP	Digital Account Manager
Željko Glavor	DRAP	Director
Hrvoje Hrvatin	DRAP	Business Director
Nikola Grdanjski	DRAP	Web Developer
Stipe Mihaljević	DRAP	Web dizajner junior
Mario Semeš	DRAP	Web designer
Barbara Galović	DRAP	Community Manager
Vedran Klemens	Freelancer	Illustrator
Irena Lešković	Pipi Beverages	Marketing Director
Ana Burazer	Imago Ogilvy	Copywriter

Why is this work relevant for Brand Experience & Activation?

Pipi, a soft drink, is a brand that stands for relaxed, carefree summer moments and it uses humour to bring that carefree spirit to our consumers daily lives. But for our consumers summer is not so relaxed because they are under pressure to be beach body ready. This year Pipi decided to honour real bodies by creating the First monument dedicated to unchiseled body. This gave every body the opportunity to feel monumental in their own skin no matter the shape and size. By doing so, consumers directly experienced what the Pipi brand stands for.

background

We are constantly bombarded with displays of perfect, chiseled and flawless bodies. In the age of social media the pressure to conform to unrealistic beauty standards is constantly growing. Low self-esteem and insecurities make it really hard to show your half-naked real body on the beach. In Croatia body positive movement is still in its beginnings, so the main challenge for Pipi brand, with the slogan “Relax hard, drink soft”, was to inspire real people to embrace and show off their real bodies and just relax in the sun.

Describe the creative idea (20% of vote)

We decided to create the First monument dedicated to unchiseled body that will be a realistic image of an actual person - skinny, chubby, stubby, lanky… The question remained: who will be the proud statue on our monument? So we started a quest for the most relaxed real body out there. The monument permanently embodied the spirit of the Pipi brand by celebrating those who are relaxed, carefree and truly ok with themselves.

Describe the strategy (20% of vote)

Pipi spoke to all of the “ordinary” people, no matter their age or sex, who don't fit to unrealistic beauty standards imposed by media. Our strategy was to show that every body, no matter the size or the shape, is a body that should be celebrated. And is there a better way to praise somebody that to make them a monument. That's why we decided to create a public installation. We partnered with local sculptors and made a unique and creative monument that highlights the essence of the Pipi brand and celebrated real people and their real bodies.

Describe the execution (30% of vote)

First we placed a marble pedestal on the Croatian most famous beach. This served as a real-life call to action that kicked off the whole national campaign, that lasted for a month. We used OOH, YouTube pre-rolls, banners and Facebook/Instagram ads which asked people to upload photos of their real beach bodies on our website. From all the submitted photos the most relaxed one became a real statue. The website was a central place for the campaign. There were all campaign materials and the gallery of all of the uploaded contestant photos. The contest winner was chosen and the statue was made in her image. She became the first living woman with her own statue that became a monument to all the unchiseled bodies.

List the results (30% of vote)

Sales growth: 45 % (volume) + 15 million impression Social campaign reach: 871.800 (to provide more context - Croatia has 4 million residents of which 1.8 million are on Facebook and 1.1 million uses Instagram) 45.535 unique users on the web Our campaign really showed every body that there is a place under the sun for all of us, with real, normal bodies.