Dlight | New campaign for summer 2017

Challenge

Although DLIGHT is a well-known light beer coctail in Lithuania, a brand felt that it lacks ability to catch a customers eye in the shelf and doesn’t really live up to it’s reputation as the most colourful brand out there.That’s why it kicked this summer off with the new looks and an additional taste and gave us the challenge to present it to the public.

Our solution

With the restrictions on alcohol advertising getting stricter every day, we decided to talk less and take the visual path to communicate the emotional stand point of the brand. The result of this approach was a  fast pace video where all the action happens in the hole at the middle of the frame. We took the colours and patterns from the new labels to represent the new looks and used cactus and mango as the main stars of the video to introduce the new taste. At the end of the video the hole got covered with a bottle cap and the frame flipped to the packshot revealing, that all these emotions fit inside the DLIGHT bottle.

 

The core media of the campaign was the video which ran on Facebook, Instagram and Youtube. Based on the visuals from the video we also created the new website and online banners as well as the visual style and content for the social media pages.