Lidl and MullenLowe Romania launched the first campaign for the Gelatelli ice cream brand developed remotely as Romania coronavirus lockdown continues. The campaign has been created from a unique insight: how Romanians prefer to eat ice cream.
During the difficult pandemic 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 that brings them into the spotlight, no matter the flavor they prefer.
We all have our preferences when it comes to eating ice cream. Some people prefer tasting their ice cream only from edge to center or from the center to the edge, those who choose to eat it with a fork instead of using a spoon, those who mix all flavors in a ball or let the ice cream melt a bit before eating it.
“We started from a fact found in any family or group of friends: each has a habit, a sort of ritual, when starting a box of ice cream. And instead of pointing out the differences, we chose to highlight them and, thus, say that <<the right way you can eat ice cream is the way you like it.>> And because Gelatelli means many varieties, for all tastes, any ice cream lover has big chances to find the favorite flavor”, said Vladi Paunescu, Senior Copywriter MullenLowe Romania.
“Moreover, the campaign is unique in the way it was developed, namely with all teams working from home, with meetings and brainstormings on 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 finally, 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 MullenLowe Romania.
Being constrained by the current context in which film productions stopped, the teams involved in the campaign adapted to the current production options, going for another creative solution for the TV spot: the CGI 3D animation option. Even in the new scenario, the final product sticks out through the message sent and the execution, following the brand’s tone of voice and personality.
The team involved in the campaign’s development:
Silviu Antohe (Group Creative Director), Mihai Costache (Group Creative Director), Mario Niculae (Senior Art Director), Vladi Paunescu (Senior Copywriter), Adrian Radu (A/V Director), Andra Panaitescu (Group Account Director), Adriana Tudoran (Account Director), Daniel Enache (Account Manager).