The creative agency Saatchi & Saatchi Russia developed a print campaign for the brand Pulpy, the orange drink with the juiciest pulp.
With its original approach and its main purpose to highlight the most important benefit of the Pulpy, the campaign invaded a well-known printed press edition of the country with the effect of a huge amount of a real orange pulp.
The teaser and the reveal of the campaign are covering the entire 4 pages of one the most important newspapers of the country - ‘Metro'. Opening the newspaper the reader suddenly discovers a realistic orange juice spot right in the middle. He turns the page and the spot becomes surprisingly more visible. It shocks him. On the third page the spot already covers the article and makes the reading impossible. And finally, only turning to the next page the reader sees that this spot is originated from the juiciest orange pulp of the beverage which print with the slogan 'Such a pulp!' is placed on the page.
The main purpose of the campaign was using a traditional medium, the newspaper, in an innovative way to intrigue the viewers, grabbing their attention towards the product.
Saatchi & Saatchi Russia
Creative Director: Stuart Robinson
Creative group head: Theodor Sandu
Copywriter: Konstantin Simonov
Account Director: Nicholas Pawlak
Junior Account Manager: Evgeniya Zakhodyakina