Felt – Facts, approach and creative build

Romania are good patriarchal country in which the male was far away from demanded to get by themselves. “You are the tough sex, never ever shout, dont show off your thinking, get a better “man” occupations, become difficult, suck it!” is a discussion atlanta divorce attorneys friends. The latest venture idea: issues these types of stereotypes and you will promote Romanian people to-be on their unique due to relatable reports.

THEME/Chance

An international rebranding looked to out be the number 1 opportunity for Remington to have an alternate voice from inside the Romania. It had been Remington’s very first communication campaign into the Romania, immediately after years of silence. Naturally, the work was included with multiple ambitions: in order to renew Remington’s pictures in to the Romania, to shine conversation in the brand name and so you can increase transformation taking its hero products.

Research

Remington’s target are a basic listeners of individuals, 18 so you’re able to 40-five years of age. Although not, search proved that men users think the company immediately following the newest a brand for ladies. Having eg an interesting you’ll in the future, i paign and you may generally address him or her. That it, with in your mind part of the expectations: monitor the message away from rebranding, adapt they in your community, in the place of forgetting products that was basically from inside the notice once the a great result of the expertise intended for men and women.

Remington venture talked about vulnerability and notice-enjoy into the Romania, a good patriarchal country in which guys are named the hard sex and you can people since weaker gender. Our very own venture confronted that it impression and you may stereotypes while you are boosting conversion with Remington. I desired to perform on the a person’s interior considering second thoughts that assist someone, including people, feel the bravery in order to issue personal stereotypes and construct a lives of one’s own “Indrazneste sa fii TU!” – campaign’s tagline computed from the around the globe location was about claiming “dare end up being on your own”.

Performance

The campaign () involved several tactics, some of them approaching women, others targeting men and some other targeting both categories. The Confident Series. The photo and editorial project we started with Andreea Retinschi and Andreea Verde gathered tales on self-like and you may mind-enjoy. Self-love takes over. We collaborated with one of the biggest online magazines in Romania and – for one episode – we turned their love and sex show into a self-such as for example let you know. Women say… In this editorial project involving Simona Tache we interviewed tens of different women on hot topics such as ages, motherhood and you can public demands affecting women in Romania. Real men/women, real trials. Influencers tested the products while answering questions from their followers starting a much-needed conversation about vulnerability and self-acceptance.The next phase targeted men only. We started a conversation about men stereotypes in Romania and the unrealistic expectations society has from them, in a video series where different men tried to dismantle some of the most well-known stereotypes (“Men have dirty jobs”;“Men who show their feelings are weak”; “Men shouldn’t spend time in the kitchen”; “Men don’t need compliments“). The episodes can be watched on YouTube or on Remington Romania’s Myspace page.

Analysis – Feeling

The company attained each other worthy of and you also perception. Means inform you: 5 million anyone achieved. 700,one hundred thousand views. 73,one hundred thousand individual activities. step one,600 sheer improvements towards Remington’s Instagram subscription. Male activities sales turned of the twenty-four% and girls situations sales enhanced by seven%. “I’m certainly in love with they strategy”. “Remington performed and therefore chill question. We require a great deal more!”. “Probably one of the most real tricks after you have a look at this new Romania recently”.

Advancement And you may Innovation

I requested ourselves what it an effective way to end up being their correct notice. Could it be while you are insecure if not while you are solid? Pretty sure otherwise doubtful? The clear answer i find is one able to obtaining the real observe inquiries reaching your entire potential when you discover your self helping Lesbian free and single dating site wade all goggles. Why? Given that there is absolutely no-one end up being a better Your than just you could potentially.

Although some labels mention alter or convenience, Remington encourages people to demonstrate its true and you can genuine selves, regardless of the implications. This is the way genuine boldness looks.