Toon Aerts
Director at Czar
Bruxelles, Belgium
TitleBriliant Digestion
BriefDonat Mg is natural mineral water that aids digestion. To position it as a premium product, a digital campaign featured a video about a stolen gemstone. Watchers were invited to become detectives and help find the thief by sifting film footage of the suspects for clues. After 14 days of twists and turns, a final video revealed the thief. Thanks to Donat Mg, the mystery had been solved.
Agency
Campaign Briliant Digestion
Advertiser Medijski Partner D.O.O
Brand Donat Mg
PostedNovember 2018
Business Sector Mineral, Sparkling & Bottled Waters
Story Donat Mg is natural mineral water with laxative effect. Since its composition is unique and rare, we wanted to show it as a premium product, which helps with digestion. To do so, we launched a digital campaign, starting with a video about a stolen brilliant and invited users to become detectives and help us find the thief. To do so, they could get more info by watching 360° footage right before the robbery and each day got numerous new clues about the main suspects. The investigation started and users discussed about the possible motives of theft and various theories on social media. And after 14 days of twists and turns we introduced a TV/online video in which real thief was exposed and thanks to Donat Mg the mystery had been solved. Furthermore, the campaign concluded with background stories of other suspects, proving their innocence and ending open questions of everyone involved.
Media Type Web Film
Creative Director
Copywriter
Copywriter
Art Director
Art Director
Photographer
Production Company
Director
Agency Producer
Graphic Designer
Graphic Designer

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