Roca Design & Branding ROCA LOVES THE PLANET by Tiempo BBDO

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Media Design & Branding
Market Spain
Agency Tiempo BBDO
Producer Aldo Guenther
Released July 2011

Credits & Description

Category: Broadcast Design and Graphics Incl. Animation
Advertiser: ROCA
Product/Service: ROCA
Chief Creative Officer: Siscu Molina (Tiempo BBDO)
Creative And Art Director: Jordi Comas (Tiempo BBDO)
Strategy/Communication Executive Director: Bibiana Del Alcázar (Tiempo BBDO)
Strategy/Communication Executive: Marina García (Tiempo BBDO)
Production Company: (Neutral)
Producer: Aldo Guenther (Freelance)
Media placement: Online - Website, Faires, Showrooms - July 2011

Describe the brief from the client
Around 80% of the water used in the home is consumed in the bathroom. That is why Roca, the world leader in bathroom solutions, is conscious of its responsibility to the environment and is acting accordingly.

At a time when the population is becoming more and more aware of the need to look after the planet, and the economic situation has turned energy saving into a major competitive advantage for home products, Roca has detected the need to publicise its sustainability initiatives and strengthen 1 of the key values supporting the brand.

The brief consisted in generating an audiovisual, explaining Roca’s efforts and achievements with regard to sustainability and social responsibility.

Describe the challenges and key objectives
Lastly, in 2010 the We Are Water Foundation was set up, a major commitment by the company to act socially, not just by raising the population’s awareness of the need for a new water culture, but by providing actual help in the most affected areas of the planet.

The challenge consists in explaining the company’s activity in this sphere with an audiovisual that will work in the more than 140 countries in which Roca is present.

Describe how you arrived at the final design
Every action we perform has an impact on the planet. That is why Roca acts responsibly in everything it does.

In the execution of the brief, the brand’s eco-friendly philosophy and initiatives - and how they affect our lives - are represented: idealised worlds showing very graphically, and aesthetically, how Roca thinks about the planet in everything it does.

Give some indication of how successful the outcome was in the market
The campaign has been very well received in the different countries, especially India and Brazil, where sustainability is a key value.