DANZ Chill Out Campaign

DANZ Chill Out Campaign
Celebrating the end of the world
for https://danz.am/

Date: December 2023
Capability: Brand Awareness Campaign; ATL & TTL
Brand Archetype: Hero

Overview:
Aaron Betsky has a wonderful piece about modern human aspirations. The dialogue reads: “What are you celebrating?” “It’s the end of the world, that’s what.” 2023 and its ending was that celebration when we were invited to bring boldness to an Armenian brand of sunglasses – DANZ. This project required us to bring boldness and coolness all at once – and these are not just words.

The Challenge:
As a prominent brand of quality sunglasses produced in Armenia, DANZ reached a point where conversions hit their lowest. This was the result of deliberate discount campaigns. Customers had learned to purchase during sales, so the challenge was to raise brand equity, improve the conversion rate, and bring freshness to the brand. The ultimate challenge was to boost sales in a short period.

The Solution:
In December, when the market is noisy, we needed something additional for DANZ. And here the idea came in – celebrating the end of the year/world. So, what if we play golf on snow and host a cocktail party in winter mountains, 2700 meters above sea level? But easier said than done. We had to transport a crew of 26 people to Mount Aragats, 89 km from the capital city of Armenia, and manage shooting in -17°C. Certainly, all the elements of summer fun were there, including pool floats, underwater accessories, games, magazines, and smiles.

The Reception:
The result compensated for the complications. We hit the market, appearing on all screens, billboards, and shopfronts with the Chill Out campaign, receiving public appraisal. At the end of the day, isn’t it a hero brand that has the guts to relax and play golf in -17°C? Based on partner feedback, the positive change made it a top case of reference. All in all, around 2 million engagements and significant sales growth.

CREDITS:

Executive Producer: Shushan Harutyunyan
Project Manager: Vahagn Keshishyan
Line Producer: Kima Vagharshakyan

Art Director: Marlena Gevorgyan
Copyediting: Arpine Aghjoyan
Props Coordinator: Narek Manukyan
Costumes & Style: Anastasia Tkachenko
Make-up artist: Lena Aslanyan

Photo Production: Sasha Tivanov
Reel Production: Anna Lalayan
Backstage & Drone Production: Arman Suleymanyan, Khoren Sargsyan

Actors:
Stepan Danielyan
Olga Sbarovska
Danil Dobrodomov
Marina Lavrinenkova

Sunglasses & Optics: DANZ Autumn-Winter 2023 Collection
Outfits: United Colors of Benetton; Springfield; Damat | Tween
Props: AxelMondrian Library; Ararat Valley Golf Club