PROBLEM

When it comes to construction material commercials, all of them use the same patterns and stereotypes. We wanted to break the circle of those everyday commercials and come up with an original and Disruptive ® creative solution.

SOLUTION

We created a hip-hop song that presents our new product, Rigips ® SUPER TOP from the perspective of Romanian plasterers. Our frontman was Alex Mocanu, a stand-up comedian portrayed as a skilled plasterer who always knows the best for his clients.

RESULTS

In the first three days, the campaign reached 100.000 organic views, with no media budget.

At the moment, the music video has 1.500.000 views on YouTube, and 500.000 views on Facebook.