The Spill

Creative idea

In supermarkets, shoppers are surrounded by competing messages at the exact moment purchase decisions are made. Rather than adding another ad to the clutter, Zewa hijacked an existing retail media channel: the in-store PA system. By disguising the campaign as a routine announcement and turning it into an increasingly awkward open-mic incident, the message naturally captured attention in an environment where such announcements are typically ignored. The medium itself became proof of the product truth that spills happen unexpectedly, while reaching consumers at the shelf, precisely when a paper towel purchase was most relevant.

Brand name: Zewa
Advertiser / client: Essity Hungary Kft.
Product / service: Zewa Wisch&Weg
Campaign name: The Spill
Agency network: Publicis Digital Experience
Agency: Publicis Groupe Hungary - Budapest
Web address: https://www.zewa.net/hu/
Agency chief executive officer: Vladimir Tkachev
Executive creative director: Márton Jedlicska
Creative director: Dávid Harmath
Art director: Ferenc Hetsch
Copywriter: Ádám Fürst
Account director (agency): Tímea Herczeg
Strategic planner / strategist: Eszter Domonkos
Illustrator: Dávid Knapp
Additional company: Judit Rudas - Senior Account Manager