Lidl and MullenLowe Romania have launched their first campaign for the Gelatelli ice cream brand developed remotely as Romania Coronavirus lockdown continues. The campaign was created from a unique insight: how Romanians prefer to eat ice cream.
During these difficult times when we are #SafeAtHome and we need to #StaySafeTogether, small pleasures compensate for the discomfort caused by social distancing. A Google report shows that the number of searches for 'ice cream' on Google grew significantly starting in March. Thus, Lidl and MullenLowe Romania welcome ice cream lovers with a campaign which brings them into the spotlight, no matter which flavour they prefer.
We all have our preferences when it comes to eating ice cream. Some people prefer eating their ice cream from the edge of the tub to the centre, or from the centre to the edge. There are those who choose to eat it with a fork instead of using a spoon, and those who mix all of the flavours in a ball or let the ice cream to melt a bit before eating it. “We started from a fact found in any family or group of friends: we all have our habits, a sort of ritual, when starting a tub of ice cream. And instead of pointing out the differences, we chose to highlight them and say ‘the right way to eat ice cream is any way you like’. And because Gelatelli means many varieties,for all tastes, all ice cream lovers have a chance to find their favourite flavour,” said Vladi Paunescu, senior copywriter at MullenLowe Romania.
“The campaign was developed with all teams working from home, with meetings and brainstorms on Microsoft Teams and with a full 3D execution of the TV spot. Together with the Lidl team we focused on finding the best solution for launching and running the campaign and as a result, we managed to create a micro-universe of ice cream lovers: two families sharing their way of enjoying ice cream together,” added Mario Niculae, senior art director at MullenLowe Romania.
With the current conditions constraining the way in which film productions are blocked, the team adapted to the situation and came up with another creative solution for the TV spot, using CGI 3D animation. Even in the new scenario, the final product manages to differentiate itself both from the
perspective of the message sent and the execution, following the brand’s tone of voice and personality. The campaign was launched across digital platforms, and starting on 30th April, ice cream lovers are encouraged to enter the contest here
and to share their way of eating ice cream. The
winners will be chosen by a jury and they can win shopping vouchers, which can be used in Lidl supermarkets.
Agency: MullenLowe Romania
Group Creative Director: Silviu Antohe and Mihai Costache
Senior Art Director: Mario Niculae
Senior Copywriter: Vladi Paunescu
A/V Director: Adrian Radu
Group Account Director: Andra Panaitescu
Account Director: Adriana Tudoran
Account Manager: Daniel Enache