From now on, drinking water is not only healthy but also very enjoyable! In the latest campaign for Żywiec Zdrój Delikatnie Musujący, together with Krzysztof Zalewski, we surprise everyone with tiny, champagne-like bubbles.
The Challenge
The new version of Żywiec Zdrój water, featuring the most delicate bubbles, deserves the most pleasant campaign! This idea bubbled in our minds while working on the creative concept. The challenge was not only to encourage people to discover the new product but also to present it in a pleasant, delicate, and, above all, distinctive way that stands out from the clutter.
What We Did
We poured the lightly sparkling water into a tall wine glass and handed it to the well-known and beloved artist, Krzysztof Zalewski. He invites the main character into a dream world that represents the pleasurable nature of the product. In the end, much like The Great Gatsby, Zalewski raises his glass, encouraging everyone to try the water with the most delicate bubbles from Żywiec Zdrój.
All of this unfolds to the rhythm of the artist’s well-known track „Annuszka” and is encapsulated in a 15-second spot that serves as the foundation of the campaign. Krzysztof Zalewski appears not only in the TV spot but also across social media and other communication channels.
The Żywiec Zdrój advertising campaign has been running since March. It includes VOD platforms, digital media – social networks, press, sampling, and in-store promotions.
As the agency, we are the authors of the creative concept. The spot was produced by Ones Production, media planning was handled by Mediacom, and the brand’s PR activities are managed by Tailor Made PR.
