ROSHEN WAFERS.
RED RIDING HOOD
Global Campaign
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Once upon a time, the "Roshen Wafers" brand embarked on its first TV advertising campaign to enter the competitive Polish market.
BACKGROUND
Wafers hold a special place in the hearts of Poles, being among their cherished national products. The country has been the world's leading exporter of wafers for over a decade. As Roshen's first foray into the demanding Polish market, the goal was clear: to convey a distinctive message — "These wafers are delicious." We were there to assist in crafting a communication strategy that would resonate with the discerning Polish audience.
CAMPAIGN
When faced with something irresistibly tasty, restraint becomes an alien concept. We don't stop until every last crumb is devoured. While thinking about this simple truth, we let our imagination run wild, exploring fun situations that happen when something irresistible comes into play. That's when a familiar fairy tale whispered in our minds — the one about a girl on a mission with her grandmother's pies.
And then, it hit us: what if that girl had Roshen wafers in her basket? Delivering those tasty treats would surely turn the trip to grandma's house into a delicious adventure.
And then, it hit us: what if that girl had Roshen wafers in her basket? Delivering those tasty treats would surely turn the trip to grandma's house into a delicious adventure.
In our video, the timeless tale of Red Riding Hood takes an unexpected twist with the introduction of wafers.
Departing from the conventional narrative, our wolf isn't a fearsome beast but just an ordinary guy. Red Riding Hood isn't the innocent girl, typical damsel in distress; she's practically an evil mastermind. And when walking through the forest gets tiresome, there's always Huber (Horse Uber) to the rescue. In the event of a grave crime like the theft of Roshen wafers, real cops step in.
Filming took place in the picturesque landscapes of Georgia. For the night scene featuring the police, a genuine fairy-tale house, straight from Red Riding Hood's grandmother's story, emerged in the heart of the forest. And a medieval carriage rolled in straight from a museum.
Filming took place in the picturesque landscapes of Georgia. For the night scene featuring the police, a genuine fairy-tale house, straight from Red Riding Hood's grandmother's story, emerged in the heart of the forest. And a medieval carriage rolled in straight from a museum.
Key Visual
We've strengthened the campaign with a key visual, featuring characters from the enchanted forest indulging in Roshen wafers. Even fairy-tale creatures can't resist the temptation.
CREATED BY
Client — Roshen Ukraine
Head of marketing communications —
Olena Tarasiuk
Agency — Drama Queen Creative Director — Anna Goncharova
Creative Producer — Oleksandr Khmyrov
Senior Copywriter — Valeria Semenets Project Manager — Yulia Gapon
Production Co — 2332 films Director — Joris Dommels
DoP — Genya Gubrenko Executive Producer — Olesia
Harford
Head of marketing communications —
Olena Tarasiuk
Agency — Drama Queen Creative Director — Anna Goncharova
Creative Producer — Oleksandr Khmyrov
Senior Copywriter — Valeria Semenets Project Manager — Yulia Gapon
Production Co — 2332 films Director — Joris Dommels
DoP — Genya Gubrenko Executive Producer — Olesia
Harford
Producer — Khrystyna Prylyp, Masho Tevdorashvili
Producer assistants — Varvara Mudrak, Nino Megrelishvili
1st Ad — Alina Yatsyk
Edit — Gert-Willem Visser Post Production Studio — m1x studio Post Production Producer —Maksym Kobzystyi
Colour Grading — Olha Korzhynska
Sound — Baker Street
Music — Suren Tomasian
Producer assistants — Varvara Mudrak, Nino Megrelishvili
1st Ad — Alina Yatsyk
Edit — Gert-Willem Visser Post Production Studio — m1x studio Post Production Producer —Maksym Kobzystyi
Colour Grading — Olha Korzhynska
Sound — Baker Street
Music — Suren Tomasian
Other projects
STRATEGY, COMMUNICATION, BRANDING, NAMING, SMM
global campaign