Edu & Leo . 7Days -

012 — Mondelez

GET ON THE GO

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Mondelez had just acquired Chipita - a very familiar business from Greece - and its major brand 7DAYS. Alongside all its assets, 7DAYS came with a sponsorship contract of I-don't-know-how-many years for Euroleague Basketball. It was in this scenario that they gave us the following briefing:

Hey team!
We need an activation for EB sponsorship, which should work out for our 32 markets in Europe and last the whole season (8 months!). The budget? As you may guess, not thaaat big.
PS: We need to use at least three players (3 hours max on the set!)
PS2: The vast majority of these markets don't give a shit about basketball, so please don't put focus on it
;)

Our solution was to take this partnership beyond the court and the game, showing basketball as part of urban culture, part of the pace and style of the streets, always on the move, always on the go.

STRATEGY

As part of the campaign effort, we also should run a promotion, but as the production budget was short, the solution was to optimize the shooting of the main film as much as possible. So, during two and a half days, in parallel, we shot more than forty — that would become hundred-twenty, as days before the shooting days, we discovered that 7Days has another name and pack in two of its thirty-two markets — different materials: from social content and extra takes for the promo editings to stills for the Key Visuals.

(yeah, we did not just the chart but also all the thinking behind it)

PROMO
FILM

One of the 29 versions, after all, each market had its own combination of prizes.

SOCIAL
ASSETS

For a 32 countries campaign, the social assets are as important as the main film; after all, each market picks what they think will work better for their demands from the toolkit. Below, you can see a tiny part of what we produced during the film's shooting.