“Domnita” brand has been available to consumers for 12 years and is one of the most recognizable niche brands.

​

Task:

To refresh brand image based on the values of the Moldovan family – love, warmth, mutual understanding and care for loved ones.

​

Challenge:

Develop a communication campaign that would forge a powerful emotion for the target audience, and at the same time not provoke criticism about consuming sweet products.

​

Resolution:

The creative concept was based on the idea – Domnita has gathered a collection of sweet moments. Kids holidays, grandparents’ yard, secretly picked cherries, walking barefoot, the entire family gathered around the plate with dumplings and a good mood.

 

• Bright moments from childhood, became the storyline of the video, materializing these abstract things – to recall the pleasant sensations from our common childhood;

• For the audience’s musical engagement, was chosen the popular song “Discover Moldova” interpreted by Cornelia and Marcel Stefanet;

• The Domnita community on social media was invited to share their sweet moments;

• The idea and visualization of the video formed the basis of the corporate calendar and notebook;

• In 2019 are scheduled offline activities developing the idea – the first was the participation of the brand, the heroine of the video and the authors of the song at Moldova Fashion Days;

• During June 2019, trips to the Vatici village were organized for over 300 children, where they could enjoy the sweetest moments of the authentic, colorful and full of adventures childhood.

​​

Result:

The video received positive reviews in the media and high resonance in social media – more than 770 thousand views, 5600 likes, 2250 reposts and 232 comments on Facebook.

​

Video production:

TGM Studio, video director Macar Severin