Etna, the largest Brazilian decoration retail, just launched a radio and a press campaign which the main goal is to reinforce the brand concept “Etna. Where your imagination lives.”
Created by Artplan São Paulo, the campaign brings four surrealistic spots that play with the listener’s imagination. That’s how it happens: meanwhile the soundtrack runs a new version of “Turkish March” by Mozart, a really monotonous voice tells fantastic stories about imaginary characters – such as a giant who wants to bright his cave, a blue elephant, a man that arrives on a date riding a giant eagle, and a strange couple formed by a woman and a coati – that always end up interacting with an object that is for sale in the Etna store. All this put together create a dream atmosphere where the consumers are given the opportunity to imagine and create the campaign by theirselves and this strategy talks directly to Etna’s concept – Where your imagination lives.