MONUMENT TO THE UNCHISELED
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
|
Credits
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.