Multicines 30 Years

Context

Being an independent agency competing against the country's giants is never easy, least of all for Multicines' 30th anniversary. We knew we wouldn't win with the typical campaign presentation. So we presented our idea as if we had already made it.

The key was in the business data: around 15% of Multicines customers are regulars, while 80% go just once a year. The focus was obvious: if we could get that 80% to go just twice a year, we'd double the frequency of the segment with the most potential.

That audience hadn't drifted away for lack of love, but out of habit, in the isolation of streaming. Yet no individual screen can replicate what happens when an emotion is shared with 200 people around you.

So the idea was to remind them of that experience, in an unexpected place. And to turn that shared experience into the actual shoot for the entire anniversary campaign, produced with the aesthetics and cameras of each era.

What you see here isn't the final case video (the campaign is about to launch), but the concept mock-up we used to defend and win the pitch.