Paula Hotea
Account Director at D'Arcy Romania
Bucharest, Romania
TitleFat Lady
Agency
Campaign Fat Lady
Advertiser Eurocafe SA
Brand Murfatlar
PostedApril 2004
Product Rai de Murfatlar
Business Sector Beers, Ciders, Lagers
Tagline Heaven. By Murfatlar. The Angel's sweet reward
Story A guardian angel gives an unwillingly and oily massage to his fat gipsy looking mistress.
Philosophy When the odds are definitely against you, there is only one sweet reward: the angel's divine beverage.

The whole concept is based on the fact that the product is a blend of sweet wines. So the name that came out was "Rai", by Murfatlar (traditional Romanian producer). "Rai" means "Heaven" in English and there is an old romanian saying used when somebody is really enjoying something: "You feel like beeing in Heaven".


So the wine's name was "Heaven by Murfatlar", which led us right to the concept around the Guardian Angels and their sweet heavenly rewarding glass of wine, after a hard day's "work".
Problem Everybody has a guardian angel, stuck for life with its human to guard and doing his best to please him. Finally, the angel becomes slave of the human. Than, what's in it for the angels?
Media Type Magazine
Market Romania
Creative Director
Art Director
Graphic Designer
Photographer
Account Director
Copywriter
Actor / Celebrity

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