This story is part of a series about rethinking a well-known local beer-mix brand, Borsodi Friss. Read more about the task, the strategy and the design.
The creative concept
Let’s have a few words about the creative concept. When developing the communication strategy, we were looking for a subject that could convey our message in a colourful way in a variety of areas. A concept that inherently entails what we want our brand to achieve: to make people stay open to the colourfulness of life. This is how the Stay curious message was born.
About the execution
When it came to executing the concept, we felt that we could convey it best through interesting and exciting fun facts. The task was simple. Or at least it seemed simple at first: we had to find fun facts that had the potential to be both verbally and visually attention-catching. Thanks to the various criteria, we ended up with a list of more than 50 facts.
And why this many? Because while developing the campaign, we had numerous factors to take into consideration, based on the input from researches and regulations. For example, that the facts should be connected to the taste experience but should not be about the beer itself. Or we had to find a fun fact that is true for two kinds of fruit at once. While also making sure that the eventual visualisation won’t be appealing to children at all. Because even though we are advertising a non-alcoholic radler, it still counts as beer.
An unexpected challenge
And then the coronavirus showed up in our lives. So we had to stow away the already approved live-action treatment we selected into the bottom drawer of our desk. Only to learn later, after repeatedly consulting with the ÖRT (Self-Regulating Advertising Body), that we can’t turn it into an animation either, because it’s difficult to create a visual world that definitely won’t appeal to children.
But thankfully we still had our original film in that drawer. And then, in a feat of production and creativity, we were finally able to bring to life the film we had been planning for close to six months at that point. Though it turned out to be a bit different than what we first envisioned, we were still very satisfied with the end result. And no, not only because we knew how many challenges we had had to face while developing it, but because in the end, we managed to create a film and a campaign that we can be pretty proud of.
And here are a few images that illustrate the paths we took when planning the Friss campaign. And a TVC we made.
Fun facts about fun facts
Oh, and here are some fun facts out of the dozens we had found that we loved but unfortunately had to shelve:
Are you curious about how loud the heartbeat of a blue whale is?
You can hear it even from 3 km.
Why we couldn’t use this fact: whales are considered to be animals attractive to children.
Are you curious about how Monet became rich?
He won the lottery.
Why we couldn’t use this fact: gambling is a no-go.
Or are you curious about how space smells?
Some astronauts say it smells like overcooked steak?
Why we couldn’t use this fact: too disgusting, we guess.
The list could go on, but we think you get it.
This story is part of a series about rethinking a well-known local beer-mix brand, Borsodi Friss. Read more about the task, the strategy and the design:
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The author(s)
Dániel Ördög-Kovács
Senior Creative
