MONUMENT TO THE UNCHISELED

TitleMONUMENT TO THE UNCHISELED
BrandPIPI BEVERAGES
Product/ServicePIPI SOFT DRINK
Category D05. Special Build
Entrant IMAGO Zagreb, CROATIA
Idea Creation IMAGO Zagreb, CROATIA
PR IMAGO Zagreb, CROATIA
Additional Company DRAP Zagreb, CROATIA
Credits
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
Ana Burazer 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

Write a short summary of what happens in the digital or ambient execution or campaign.

Pipi (a soft drink brand) thats stands for “Relax hard, drink soft”, decided to honour real bodies by making the First monument to the unchiseled body. 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. On the campaign website a contest took place where people could upload photos of their real beach bodies. 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. 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.

Cultural / Context information for the jury

In Croatia body positive movement is still in its beginnings, so the main challenge for Pipi brand was to inspire real people to embrace and show off their real bodies and just relax in the sun.