BITE LITHUANIA: "PENCIL vs CAMERA"
BITE LITHUANIA (telecommunication company)
Repositioning launch of the Brand.
Here some examples (TV and Print) extrapolated from the whole campaign that I've been involved in.
(McCann Erickson Bucharest, 2011/12)

The agency worked on the conceptual/strategic platform to set the territory/statement of the  brand, plus we found the visual language to be applied to the whole communication (very recognizable and distinctive).
We got in touch with a Belgium artist called Ben Heine, to apply his stylistic to the campaign.
In our case what's on the drawings - overlaying the live action in the TV commercials or the photos in the print material - is always representing an improvement of reality or showing the benefit itself, in a surreal way (supported by the brand's mission: "We are lucky to have demanding costumers. You make us better.")

Launch TVC (Brand's Manifesto)

VO: "Here's to the demanding ones, those who demand more attention (restaurant). Or those who have stories to tell, a lot of stories to tell (fisherman). Or those who are crazy about technology (parking lot). Of course let's don't forget those who want everything to be transparent (couple in the car). But before anything else here's to those who want to keep all their friends close (bicycle in the park)."
Payoff: "We are lucky to have demanding costumers. You make us better."

Art director / Creative Group Head: Alberto Berton
Copywriter: Catalin Stanciu
Agency: McCann Erickson Bucharest, 2011
TV ad to promote Bite's  4 Tariff Plans.

VO: "Here's to the demanding ones, those who want everything simple (abacus), clear (blackboard) and cheaper (shopping mall), Bite has created 4 simple tariff plans: Retai, Kartais, Daznai and Visada"
Payoff: "We are lucky to have demanding costumers. You make us better."

The names of the tariff plans are related to the amount of time the costumer can talk on the phone (few, often, a lot, always)

Art director / Creative Group Head: Alberto Berton
Copywriter: Catalin Stanciu
Agency: McCann Erickson Bucharest, 2011
Tactic TVC to promote Bite's  Phone Insurance.

Art director / Creative Group Head: Alberto Berton
Copywriter: Catalin Stanciu
Agency: McCann Erickson Bucharest, 2011
TV ad to promote a specific Tariff Plan offered by the company to its costumers, called "DAZNAI" (that in Lithuanian means "Frequently/A lot)

Shortly, the Voice Over is underlining to which kind of target audience the  product is addressed to (it has been a creative decision to show a women's chat): the ones that are talking A LOT on the phone.

VO copy excerpt: "Here's to the demanding ones, for example: those who want to talk a lot (Chippendales, high heels shoe, dress), ... really a lot (lipstick, heart, shoe, piece of cake), for all of them BITE created Daznai tariff Plan.... plus product information."
Payoff: "We are lucky to have demanding costumers. You make us better."

Art director / Creative Group Head: Alberto Berton
Copywriter: Catalin Stanciu
Agency: McCann Erickson Bucharest, 2012
COST CONTROL CAMPAIGN (starting concept: Sometimes your phone has got a secret life.)

VO: "Here's to the demanding ones, those who want to understand why sometimes their telephone bills are so high. Because your phone has got a "secret life". Now you can control your telephone bills activating the BITE COST CONTROL service (chain with padlock) for free.".
Payoff: "We are lucky to have demanding costumers. You make us better."

Art director / Creative Group Head: Alberto Berton
Copywriter: Catalin Stanciu
Agency: McCann Erickson Bucharest, 2012
COST CONTROL CAMPAIGN (starting concept: Sometimes your phone has got a secret life.)

VO: "Here's to the demanding ones, those who want to understand why sometimes their telephone bills are so high. Because your phone has got a "secret life". Now you can control your telephone bills activating the BITE COST CONTROL service (bird cage) for free."
Payoff: "We are lucky to have demanding costumers. You make us better."

Art director / Creative Group Head: Alberto Berton
Copywriter: Catalin Stanciu
Agency: McCann Erickson Bucharest, 2012
OUTDOOR / PRINT Campaign to promote Bite Phone Insurance.
Headline: "Bite phone insurance. Dream, you will get a new one."

Art director / Creative Group Head: Alberto Berton
Copywriter: Catalin Stanciu
Agency: McCann Erickson Bucharest, 2012
CHRISTMAS SMARTPHONES PROMOTION

Art director / Creative Group Head: Alberto Berton
Copywriter: Catalin Stanciu
Agency: McCann Erickson Bucharest, 2011
Print ad to promote "Daznai" Tariff Plan
Headline: "Daznai Tariff Plan. For those who like to talk a lot. Really a lot."

Art director / Creative Group Head: Alberto Berton
Copywriter: Catalin Stanciu
Agency: McCann Erickson Bucharest, 2012
IN-STORE WELCOMING POSTER.

Art director / Creative Group Head: Alberto Berton
Copywriter: Catalin Stanciu
Agency: McCann Erickson Bucharest, 2012
Christmas Greeting postcard for the client (Bite McCann Bucharest working team "according" to the visual guidelines)

Art director / Creative Group Head: Alberto Berton
Copywriter: Catalin Stanciu
Agency: McCann Erickson Bucharest, 2011
Christmas Greeting video for the client.

Art director / Creative Group Head: Alberto Berton
Copywriter: Catalin Stanciu - Dinu Panescu
Agency: McCann Erickson Bucharest, 2011
Last but not least: a very nice gift for me from my McCann ex colleagues (me inserted in the visual guidelines).
Thank you guys :)
 
BITE LITHUANIA: "PENCIL vs CAMERA"
28
523
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Published:

BITE LITHUANIA: "PENCIL vs CAMERA"

Repositioning Image Campaign for Bite Lithuania (telecommunication cpmpany)
28
523
9
Published:
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