During a period in which people spend more time at home, Unilever together with Infinit Agency (Stefanini Infinit) release a new creative project/campaign meant to relaunch the Cif brand’s image.
“During the “new normal” that we are all facing we discovered new ways within ourselves and our organizations to deliver at the highest standards that we accustomed our clients with. We are proud of this campaign for a very important brand in our market and also this proves that a partnership which is built strong – like Unilever & Stefanini Infinit – can work efficiently regardless of the challenges presented to our usual way of working. Thank you, Unilever team, for the trust in our group and thank you Stefanini Infinit team for professionally and gracefully facing any challenge “thrown” at us and our partners.”
CEO, Co-Founder & Global Head of Strategy - Stefanini Infinit
Together, the agency and J&B are preparing another surprise, a TV spot that highlights the well-known J&B neat, the new gift box and the classic Cola mix.
The focus of these campaigns and changes is to put consumers at the center and bring a perfect mix of joy and celebration even after the current outgoing restrictions.
The new Cif Power & Shine campaign emphasizes the rebranding and improvement of already known Cif products, Cif Power & Shine Bathroom and Kitchen are products that bring effortless cleaning to the forefront.
The Cif Power & Shine product range was created especially for the Bathroom and Kitchen, with a new liquid formula derived from natural resources, now anyone can take care of the surfaces of the house effortlessly. The result is 100% clean. To demonstrate the benefits of the new Cif Power & Shine products, Stefanini Infinit together with the production studio Diud created a series of videos from everyone’s life, thus communicating how easy it is to have a clean and bacteria-free house for longer.
The communication pillars promoted in this campaign are care for the planet, care for surfaces, care for health, and care for convenience. These are Cif’s major objectives, as well as demonstrating the ease with which these products help you get rid of dirt.
"In the new digital universe, not only the way of communication has changed, but also other working methods have opened up. Following the measures taken in the last two months and the work from home measures, the new Cif campaign was executed 100% remotely.
This project was a challenge for both of us. For the first time we could not be physically present in the studio, but we managed to coordinate the filming through different mobile apps. The concept is based on the idea of convenience that demonstrates the versatility, quality and ease of use of the new Cif Power & Shine formulas.
The end result is proof of effective collaboration even when working remotely. "
Ioana Balteșiu and Simina Florea
Creative Team, Senior Art Director & Senior Copywriter
"The pandemic was an opportunity for us to do things differently than we used to. Completely different from the usual patterns. We learned that we can work as a team even from afar with the help of technology which helped us give feedback in real time, and adapt on the go to the unforeseen. It was truly a unique experience from which we learned a lot.”