Looking for pure nature
A digital campaign that takes Napolact fans all the way to the remote and magical places in Ardeal, Transylvania, where the milk that makes Napolact BIO products possible comes from.
The concept of BIO is relatively new in Romania, since in the 90s almost everything was still home-grown, without any need for certifications. Our objective was to educate our target in this respect and raise awareness and credibility for the Napolact BIO products.
We decided to build a bridge between the untouched world the BIO milk comes from and the hectic and polluted urban areas our consumers generally come from, that could lead to a stronger emotional bond with the product and the truly authentic values behind it.
So we sent Doru Panaitescu, a popular Romanian KOL in the area of wildlife and nature, in Apuseni Mountains to discover and document the way the milk used in Napolact BIO products is made. And then we invited the consumers to join him in his adventures.
A dedicated LP with:
- Doru’s plan for the experience
- a campaign manifesto
- 5 video episodes presenting different aspects of his experience: the farms and the farmers, the cows, the surrounding nature
- a photo gallery for each episode
- simple recipes Doru cooked throughout this experience, using Napolact BIO products
Doru’s travel journal: on the content platform of the brand (intihna.ro) and on his own blog (dorupanaitescu.ro).