Last year’s ‘Your body = your future’ communication marked the start of changing the brand’s strategy. This year, Morshynska’s team is continuing to develop positioning — we got back to naturalness as a key element of the brand’s DNA, and decided to elaborate on self-regeneration — the theme that had turned out to be hard to understand in the previous communication.
Besides, it was necessary to update the brand’s slogan, with all previous tasks in mind.
The results of the previous campaign showed that the theme of the human body’s self-regeneration is completely novel and incomprehensible to the viewer. A single communication is not enough to convey this, knowledge of this should be systematically instilled in people’s minds. So we decided to start with the simplest.
The regeneration of nature is familiar to everybody from primary school: in the spring everything wakes up, in the morning flowers open, and, after rain, from the soil which was dry, bursts new life.
The idea we’ve come up with is to remind people that we too are part of nature. We were once inseparable, we came out of nature. Now we have lost that bond, we are walled off from nature with concrete and plasterboard. But our body still remembers. It’s still able to regenerate. Like the rest of nature around us. All it needs is a sip of natural Morshynska to trigger this magical regeneration process.
After we, together with the client, came up with this idea — so simple that even a little child can easily comprehend it — the slogan was born almost by itself.
Ninety seconds during which you can’t take your eyes off the screen. We have created a visual hymn to nature, the human body, and regeneration.
In addition to the long cinematic version, we have created twenty short TV and digital videos. Morshynska is one of the biggest advertisers in Ukraine. We want to show the viewers the idea from different angles rather than annoy them with the same repetitive ad.
We shot for three days together with Esse production and the Swiss director Humbi Entress who specializes in filming nature and does it the way we want, when everything is beautiful and you want to watch it over and over again. The cinematographer for the project was Mauricio Padilla, a Brazilian who started his career on Instagram and very quickly got to work with global brands, while staying true to his style.
The shooting took place in early March when nature in Ukraine has not yet blossomed. So we imitated an abstract night lake in an indoor pool and filmed the jungle in a greenhouse. And for outdoor jogging and exercising, we had to fly to Portugal.
The score for the ad was written by Thomas Goralski, a composer whose tracks can be heard in commercials for Adidas, Hyundai, and the Van Gogh Museum. Olga Sumska’s voice filled our story with magic.
brand portfolio director of IDS Borjomi International — Nataliia Revika
marketing director — Anatolie Gordeev
marketing manager — Iryna Lopot
senior brand manager — Yevheniia Mykhailenko
ESSE Production House
director — Humbi Entress
DOP — Maurício Padilha
DOP 2nd Unit — Lena Chekhovsky
1st AD — Alex Osadchenko, Mariko Becher
2nd AD — Tanya Kryva
executive producer — Vitaliy Sheremetiev
producer — Jeanna Koba
line producer — Marta Melnychuk
producer assistant — Olha Guevska
production designer — Mykola Kischuk
make up/hair stylist — Kseniia Kornitska
wardrobe stylist — Viktoriia Ditrikh
СС — Maryna Tkachenko
editor — Oliver Don, Max Grebenyuk
voice — Olha Sumska
sound design — Oleksandr Pustarnakov
music — Thomas Goralski
post-production producer/BTS — Vitalii Molchanov
photographer — Andrii Demianiuk