Family is the one place where everyone loves, supports and cares about each other no matter what. Families spend quality time together talking about small and trivial things, celebrate even the small achievements in life, do simple things to relax and play together, praise and encourage each other…
Chudo, a №1 diary brand in Russia which loved by all Russian families, and it has been communicating “Care of the loved ones” inspiring family warmth. It provides products like whipped curd dessert and drinkable yogurt for families to care for people’s loved ones.
Chudo whipped curd is a very delicious dessert with a unique whipped texture and the drinkable yogurt contains lots of fruit and berries for whoever might have slight hunger. The key functional benefit which Chudo owns as the leading yogurt brand and what it has emphasized in its communication is “Taste enjoyment”.
You can download its current TVCs in the toolbox. One of them tells a story of two little kids leading their dad into a paper space ship they’ve built because the dad dreamt of being an astronaut when he was a kid. Then the mum comes and asks what if their dad is hungry and the kids open a Chudo drinkable yogurt and deliver it to the dad. The TVCs have worked very well for Chudo but created a rather passive involvement therefore now the brand is looking for a creative idea for next TVCs to communicate how the Brand inspires family warmth in a new, more powerful and emotional way. It wants to create a strong resonance with modern families.
Can you help them to tell an emotional and memorable story?
Propose a new Communication/Big Idea rooted in the Brand purpose. Create a script/storyboard for an emotional and memorable TVC based on the proposed Idea.
Note that we are not looking for a single TV execution. It is important that the Idea which you propose for Chudo is campaignable.
- #1 Prize €3,000
- #2 Prize €1,500
- #3 Prize €500