Artneo. Freedom of movement
Develop creative concept for new TV commercial in 2022 for women 35+.
Demonstrate freedom of movement and the opportunity for an active lifestyle in an unconventional way.
Highlight brand values: innovative, modern, revolutionary.
The concept was based on an analogy between human joints and a doll's hinges. An articulated doll-ballerina's weak point is its hinges. The woman has no problem with her joints because of the innovative composition of Artneo, which maintains freedom of movement. A bright and understandable image of the product is presented that lies within the confines of the law concerning dietary supplements.
Slogan: Artneo. Power of native collagen for joints.
TV commercial (20, 15, 10 and 5 seconds) with 4 demo versions (ankle, wrist, knee and spine)