TOP is a popular creamy ice cream with various fillers from the company "Santa Bremor".
The key communication message of the brand: "Eat ice cream TOP - cheer up". It was important to support the chosen vector, staying in the territory of joy and pleasure while working on the new ad campaign.
The key message and tagline of the ad campaign was a simple and clear call: "Smile". We pushed away from the stereotype that the Belarussians smile little, and we tend to keep everything in ourselves. It's time to change it. And you can start right now by giving a smile to yourself, your relatives or even strangers in the street.
The heroes of the video were so bright and at the same time so ordinary people: families, teenagers, couples and loners. They spend time in different ways but are equally happy to meet the TOP.
Each character with its bright emotions found a place on key visuals.
A recognizable Instagram visual style was set. Everyone found a place in the squares: ice cream TOP, the smiles of the characters and a call to smile. We refer to specific cities and districts: name boards and targeted banners were created.
We have decided to raise the number of smiles in Belarus. The website has become a communication center. We offered users to take a joyful photo, design it in the style of an ad campaign and share it on social networks, attracting friends and acquaintances to smile in return or to participate in the game by collecting smileys. The results will determine the most "smiling" city. Since everyone plays not only for themselves but also for their city, passing points to the general piggy bank. With TOP all can choose the activity to your liking: take a photo, become a member of the game or just enjoy an ice cream. But most importantly - smile!
The creative concept of the complex ad campaign 360 was created and implemented, POS-materials were developing, production of video, photo and digitized content was carried out.