Promo campaign · Film
EVA: Endless birthday
A birthday campaign for the EVA store chain: a celebration that doesn’t stop.
Background
This year the EVA chain turns 19, and to celebrate it runs a huge sale from 1 to 20 September.
Campaign strategy
We started looking for birthday insights and found one fact that unites every birthday in the world: it lasts just one day, and it’s always sad when it ends. But not in our case: the promo period lasts 20 days, which makes it a birthday that happens again and again.
Execution
The visual symbol of the longest birthday is a surprised girl with a gift, caught in a recursion effect and now surprised without end.
The main image seems to say: the birthday offers last so long they feel infinite.
Watch filmFor the celebration EVA and Looma also made a promo video in the same spirit: first one girl appears in the frame, then more and more, and the viewer sees an endless chain of gifts being unwrapped. The videos run on TV and social media.
Integrator
A bright integrating attribute is the party hat, which decorates the mobile app icon and the promo products throughout the celebration.
“EVA turns 19, and we are celebrating with a huge sale. But 19 is no longer coming of age and not yet a round number, so we dug deeper for an insight. Thinking about this year’s celebration, we realised all birthdays share one fact: they last just one day, and the saddest part is when they end. So we decided to celebrate our 19th anniversary for 20 days in a row and build the communication around a celebration that goes on and on.”
Hanna Hryshyna, Marketing Director, EVA
There are three things you can watch forever: fire burning, water flowing and the EVA birthday campaign.
- Client
- EVA
- Creative agency
- Looma
