| Examples: MARS, CHAPPI DOG FOOD, Latvia, TBWA\ |
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Chappi: Image Campaign
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| Released: | March 2008 |
| Advertiser: | MARS  |
| Brand name: | CHAPPI DOG FOOD |
| Agency: | TBWA\ |
| Country: | Latvia |
| Category: |
Household maintenance & pet products
|
| Awards: |
Golden Hammer 2008 Best Use of Media Silver
|
| Tags: |
Award show winner
|
Credits:
Agency: TBWA Latvija
Country: Latvia
Entry title: Chappi Image Campaign
Product/Service: Pet food
Brand name: Chappi
Advertiser: Mars
Account director: Junona Rogova
Media Planner: Alda Medne
Creative director: Martins Kibilds
Art Director: Mareks Hofmanis
Copywriter: Martins Kibilds
Creative idea: High frequency of small ad space in tabloids where Chappi dog is commenting on lifestyle of famous people. Thus pragmatic and moderate comments by Chappi dog that condemn PERVERSITIES of CONSUMERISM reflect Chappi buyers for whom value-for-money plays an important role. Also the small ad space created an impression of the campaign as moderate and discrete. This kind of approach fits the image of the brand that communicates value for money.