A year ago, Dankira approached us with the task of creating a whole 3600 brand launch campaign centered around their new drink, which has the same name. Through our collaborative efforts, we have successfully crafted a marketing campaign that celebrates movement, rhythm, and the pleasure of letting go. Dankira made a splash in the market and on the dance floor by being the first ready-to-drink wine cocktail in Ethiopia. Dankira truly encapsulates the idea that every movement can be a dance, and our videos serve as a testament to the exhilarating experience it offers.
When tasked with promoting Dankira, a bottled wine cocktail drink, we wanted to capture the essence of friendship and the shared moments of joy and laughter that come with it. Thus, the main idea of our campaign was born: "We all have that one friend." The campaign had four launch videos that were based on the main concept.
In the first video, friends gather at a Dankira-filled bar, missing one friend. Comical moments highlight their unique personalities until the missing friend arrives, and they celebrate together.
The second video unites friends through music and dance. One friend claims the song, showcasing their moves. Another passionate singer sings with a Dankira mic. Laughter bonds them as they clink bottles.
The third video captures friends playing cards, and experiencing emotions and misunderstandings. Dankira bottles add to the celebration. Laughter and camaraderie follow, with a victorious friend sealing the bond.
The fourth video follows three friends at a bar. A shy friend catches a man's eye, prompting amusing advice. Hilarious attempts to boost her confidence lead to a disappearing man. Laughter and Dankira strengthen their bond.
To enhance the campaign and the brand, which mentioned a vibration of music, dance, and colors, we had a digital social media plan that revolved around three short videos that each had a different message and were launched on social media platforms with the help of influencers. These videos were intended to be trendsetters and influence the public to shift their focus toward this new brand.
Our video series showcases the extraordinary essence of Dankira through ordinary dance. With stunning visuals and captivating choreography, "እንቅስቃሴዎች ሁሉ Dankira ናቸው" captures the energy and vibrancy of Dankira.
"The Original | The Dankira" explores its transformative power, turning every movement into a dance and igniting a contagious spirit of celebration.
"The Original | The Dankira" explores its transformative power, turning every movement into a dance and igniting a contagious spirit of celebration.
