As the brands are increasingly choosing more economical ways of advertising or dissemination channels, the country's largest brewer, Švyturys-Utena beer, remains consistent and continues to create high-quality image advertisements. The "lighthouse non -alcoholic" promotional video clips from the overall advertising campaign of the country, which develop the theme of mastery, are distinguished by the background of the country, and their heroes became famous Lithuanian masters: opera soloist Ieva Prudnikovaitė, pianist Petras Geniušas and
There is no shortage of small budget audiovisual advertisements communicating about short -term campaigns lately in the public sphere, according to a press release. Ci867k01
Some brands refuse to publicize them on traditional television and remain advertising only in social network channels.
“As a product, so for advertising, we are demanding the highest standards. We are convinced that advertising clips must be created like small works of art that not only tell the story but also make the audience admire, ”says Andrius Bagdzevičius, marketing manager of Švyturys-Utena beer.
The six -year -old Creative Agency, the country's largest brewers, has coordinated the process of production of "Švyturys Non -alcoholic" advertising clips.
Ieva Volbekienė, the project director of the company, admits that although brands are now more boldly looking for different forms of advertising than when pandemic begins, many of them still choose to communicate without the content.
“It's just a faster way to sell, achieve results. The audience to hand over the values of the brand is a difficult road and few choose it. In today's context, communication with meaningful message, high quality performance or even claim to artistic content - stands out, draws consumer attention. You listen to them and see more than you are used to, ”points out I. Volbekienė.
The artistic clips used the theme of mastery
The creative agency of the Švyturys Non -alcoholic Advertising with Klip Creative Manager Rokas Elterman and artistic director Victoria Rumiancevaitė chose the subject of mastery at the forefront. The heroes of the clips are: pianist P. Geniušas, opera soloist I. Prudnikovaitė and sailor R. Šiugždinis, filmed in their elements, and in the background the story of the subtleties of mastery sounds.
“Mastery in today's context, with a lot of speed and mediocrity, is a crucial topic. And Lighthouse-Utena Beer, as a market leader, can show this topic in a broader context. Because of the attitude of what they do and the exceptional dedication of brewers, they themselves imply about craftsmanship. We just didn't want to talk about her too traditional - by directly showing the brewers' efforts. This is how the juxtapositions with masters of other fields came from, whose value foundation coincides with the "Švyturys-Utena Beer" team, and the comparison with the heroes created beautiful metaphors. The Double Exposure technique was chosen for the visual solution, which allowed the seemingly very different things to combine and do seams. We work with Švyturys-Utena beer for a long time and we understand half a word what our partners want, it is clearly leading to constructive and quality work. Cooperation is very consistent: the "Lighthouse Non -alcoholic" trademark has clearly defined elements, colors, which are the result of long work and, I believe, the aspiration of all brands, "observes I. Volbekienė.
Not only the creative agency "Not Perfect", but also the Audiovisual content production company Full Screen, was used to create clips. Vytautas Chlebinskas directed the advertisements that immortalized I. Prudnikovaitė, P. Geniušas and R. Šiugždinis.
The filming of all three advertisements was held in the seaside last fall: Nida on the Parnidis Dune and Lighthouse, the Curonian Lagoon and Klaipėda Drama Theater. The filming was needed by a large team of about 50 people. There were many challenges to implement creative ideas.
The piano on the Parnidis dune was initially conceived to carry a helicopter so that there are no feet in the sand, but eventually the piano was brought by the hands of eight men. Moreover, the expensive instrument left on the dune all night and the only one who was involved in the musical equipment was a fox that, during the filming, tried to "carry" the soft part of the piano chair during the filming. The pianist P. Geniuš had to overcome the great fear of height in the lighthouse.
At that time, the Curonian Lagoon was commemorating the mastery of the sailor R. Šiugždinis, the filming team worked in a 6-year-old in a small chair where the team members had no room to turn around, so the work had to go very quickly and accurately.
“The poetic story is always a huge challenge. He is just naked, showing what you are struck from. At the same time, there was a wonderful creative team that could be overthrown by the mountains. Of course, time is always the biggest challenge. It is always not enough, every time it needs to be learned to cherish, ”says Video director V. Chlebinskas.
He identifies the filming of "lighthouse non -alcoholic" ads as an exceptional process. Especially when working with three advertising heroes.
Sa 801f 3bdh000011r1 “Such authorities make them stretch. I accept acquaintance with the masters as a gift of destiny. When Peter Geniušas touched the keys and started calling the piano in the dunes, it was so wonderful that even when he remembered the horror, he runs his body. I forget how everyone was just behind the scenes - Peter just "turned us off". Just like the day before we asked Ieva Prudnikovaitė's shot very quietly and gently to start the gamut - something unrealistic that the ordinary gamut of the master's lips could shrink you. Wonderful people from the capital, ”director V. Chlebinskas shares the impressions of creative work.