Incentivize our users to share their favourite Easter traditions through the use of modern technology..
General Information:
Strategy: In April 2016 Carrefour is launching the campaign called "Sarbatoreste Pastele ca in vremurile noastre!" The idea implied was to celebrate Easter according to traditions but in a modern way, making use of all present day means of communication and connectivity. Obviously, the campaign needed amplification on digital and social media. Shortly after, the famous stand up comedian, Mihai Bobonete, posts on his Facebook page an entry about one of his favourite biscuits he has just bought from Carrefour, a product fit for Easter’s fasting practice. On the spot, Zenith Romania’s Special Projects division, Newcast, seizes the opportunity to create a series of 5 short movies, featuring Bobonete, filmed on location of a real stand up comedy scene. The topics relate to various Easter traditions, narated through a modern perspective. The humor comes exactly from the unusual blend of modernity and tradition and the impact of technology on even the most mundane aspects of present day life. In this context, the campaign line (Sarbatoreste Pastele ca in vremurile noastre) acquires a double meaning: modern day society still abides to the old traditional practices but metamorphosizes them in all sorts of humoristical situations, generated by a heavy use of techology in every day activities. And, obviously, this made for some fine topics, stand up comedy style!
Video Link: