Brilliant digestion

Campaign idea

Donat Mg is natural mineral water with laxative effect. Since its composition is unique and rare, we wanted to show it as a premium product, which helps with digestion. To do so, we launched a digital campaign, starting with a video about a stolen brilliant and invited users to help us find the thief. Then, they discussed about various theories on social media. Then we introduced a TV/online video in which the mystery had been solved, also thanks to Donat Mg. Furthermore, the campaign concluded with background stories of other suspects, ending open questions of everyone involved.

Brand name: Donat Mg
Advertiser / client: Atlantic Grupa
Product / service: Natural mineral water
Campaign name: Secret of brilliant digestion
Agency network: INDEPENDENT AGENCY
Agency: Pristop
Additional company: /
Production company: Nora Production Group
Web address: https://donatmg.eu/en
Creative director: Blaž Vuk
Art director: Matija Kocbek in Vida Igličar
Copywriter: Peter Zabret in Blaž Vuk
Designer: Vida Igličar in Matija Kocbek
Account director (agency): Simona Mladenović in Tea Rojec
Client account director: Simona Koren, Rosana Turk, Lea Norčič in Jernej Janežič
Photographer: Matic Kremžar
Director: Toon Aerts
Director of photography: Sven Pepeonik
Music: Sam Clunie, Dominic Marsh
Screenwriter: Peter Zabret in Blaž Vuk
Agency producer: Damjana Grošelj
Post production: Art Rebel 9
Digital production: Spletna postaja
Additional company: Damjana Grošelj, Sanja Subić, Ana Peterlin, Matic Klemen, Mark Mavretič, Julija Somrak