Casablanca is the BASF’s paint brand in Argentina. This TV ad is part of a new brand positioning I developed together with the client. The brand migrated from being a “value for money” paint to a more decorative and colorful product, that helps you to make your house a home. The campaign highlighted the positives about painting and the happiness that the colour and change can bring to your life.
The repositioning of Casablanca Included market analysis, focus group, corporate workshops, creation of new brand concept and claim, brand book, packaging, internal communication, press campaign, TV and promotions. As a result Casablanca gained market share within 2 years climbing to 4th position in the market.
Responsible for the strategy, idea, concept and working with the production company to film the spot.