Drinking water just got not only healthier, but a whole lot more delightful. In the latest campaign for Żywiec Zdrój Delikatnie Musujący, we teamed up with Polish artist Krzysztof Zalewski to introduce a water that surprises with light, almost champagne-like bubbles.
The Challenge
The new lovely and softly sparkling Żywiec Zdrój deserved a campaign as refreshing and pleasurable as the drink itself. That was the guiding thought behind our creative idea. Our taks wasn’t just to encourage people to discover the product, but to tell its story in a soft, pleasant and memorable way. The way that breaks out from the usual advertising clutter.
What We Did
We poured this delicately sparkling water into a champagne flute and placed it in the hands of a widely adored artist — Krzysztof Zalewski. He invites our main female character into a dreamlike world that symbolises the product’s pleasurable nature. And finally, just like Great Gatsby himself, Zalewski raises the glass, encouraging viewers to try Żywiec Zdrój with its finest, gentlest bubbles.
All of this unfolds to the rhythm of Zalewski’s well-known track “Annuszka”, wrapped in a 15-second film that fcreates the heart of the campaign. But the artist doesn’t appear only on TV! You’ll also spot him across social media and various communication channels.
The Żywiec Zdrój campaign was released in March, spanning VOD platforms, digital formats including social media, print, sampling, and point-of-sale activities.
As the lead agency, we came up with and developed the creative concept. The spot was produced by Ones Production, media planning was handled by Mediacom, PR support delivered by Tailor Made PR, and the production was executed by GoldenProduction.
