POS
Web
Production
Strategy
Social media
A local brand campaign on a limited production budget aimed at increasing brand awareness among a younger target audience and supporting the association between Panzani and music. All of this is done through content that is natural for social networks like TikTok and Instagram.
Creative concept
The entire video clip showed the preparation of Panzani pasta as performed by Kapitán Demo, with all actions – chopping, stirring, or salting – being precisely synchronized with the rhythm of his hit music single Kouzlo.
Visual style
The spot worked with the aesthetics of the original music video by Kapitán Demo – using mirror images, a specific color palette (a darker kitchen with a lit foreground), and stiff comicality.
Main message
The campaign with the motto "The magic that Panzani can do" was built on novelty and humor, which increased the chances of organic sharing among users.
Why Captain Demo?
We were looking for a combination of several factors. It was necessary to choose only artists with sufficient awareness. Their persona should also align with the tone of the campaign – bohemian, apolitical, and without a controversial past. The last condition was the visual compatibility of their music video with our planned format – split screen.
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