Production brief "Danissimo" Salty Caramel

1.

PRODUCTION BRIEF
DANISSIMO
SALTY CARAMEL

2.

PROJECT DESCRIPTION
Commercial for Danissimo Salty Caramel + 5 seconds TAG
Spot length – 30 seconds
Live action part – 23 seconds
Product part – 5 seconds (separate production brief)
Pack shot – 2 seconds
Rights for TVC:
Territory: Russia
Period: 1 year
TV (national/satellite): national
Plasma: NO
Internet: commercial + non-commercial usage
Cinema: NO

3.

5 seconds Tag
Depending on the chosen location we also need to
shoot the tag for Danissimo Dolce Milano product –
the girls is sitting at the table and enjoying the new
product.
Evening consumption, a terrace/balcony with
stone stairs with nice view. TBD

4.

PRODUCT
Danissimo new product – Salty Caramel (main TVC)
Dolce Milano – 5 second tag

5.

IDEA
We had a truly successful previous
communication and we want to create the same
level for the new taste.
Look at the previous Danissimo commercial:
https://www.youtube.com/watch?v=oJSn3PG7aN
M

6.

STORY (BOAT)
See an additional file for storyboard.

7.

MOOD
The mood around the story should be
very inspiring for women and even a
little romantic. In the communication
we`d like to praise women and make
them feel special.
The acting of main characters should
be very elegant and natural. The man
should not directly flirt with women,
his behavior and attitude is like the
one of a true Gentleman.

8.

LOOK&FEEL
It should be a lot of sun in the spot but it still should have bright colors (not too pastel). It’s important to create a very
elegant and exquisite look and feel, it has to be a lot of air in frame composition together with attractive close-ups.
Reference for colors
https://www.youtube.com/watch?v=sr7utskSS7Y&app=desktop
https://www.youtube.com/watch?v=yK1UPTRYcSg

9.

COLOR
It is important to have the premium bright look color pallet in the story. The colors should be very vivid and clear, not
pastel. We don’t have any special range of colors, but they have to be inline with the brand identity and product itself.
https://www.youtube.com/watch?v=sr7utskSS7Y&app=desktophttps://www.youtube.com/watch?v=74U5ZvLSIvk&list=PL
Tk0fHKIvaBat2SVgsZ3wIozHUlXOFT22&index=187 (first part of the video)
https://www.youtube.com/watch?v=VQA3DyKJ1yw
”Yacht” TVc is also a very good reference for the color codes.
https://www.youtube.com/watch?v=6kCyBOZ0PGE

10.

LOCATION
It should be a great villa on the lake or seashore. Or it can be a cozy quay
in a small European city. Everything has to look shipshape and desirable.
Architecture is important as we don’t need too old historical buildings. All
Dole Vita codes should be there. Lots of trees & beautiful nature is a must.

11.

LOCATION

12.

VILLAS

13.

14.

15.

16.

BOATS

17.

18.

19.

CASTING. Female
A woman around 25-35 y. o. Good figure, with
really nice and feminine silhouette and shapes.
We are searching for a woman as in our
previous commercial (Yacht) or better. She
should not be too thin!
She should look extremely feminine, have a
catchy face but without looking any hint of
stupidity, there`s a bit of a “devil” in her eyes. It’s
important for her not to be vulgar. It must not be
a typical model. Good acting skills, body
language is pretty essential.
Long, a bit curly hair. We`re looking for
actresses with blonde or dark hair. Natural make
up with underlined eyes and lipstick.

20.

CASTING Gentleman
A man around 35. Catchy face, mysterious eyes,
charming smile. Should look self-confident, sexy, but not
vulgar and rude. We need a man with a good body
language and acting skills, not just a model.
Danissimo brand ambassador looks very stylish and
elegant, he is a man who is presenting the product.
“James Bond” type of a man who loves to make women
feel special without flirting with them.
The actor should look very good in a suit.
The same for both TVCs.

21.

WARDROBE Female
The heroine should wear the dress that
should be somehow tempting (but not vulgar)
and suitable for a street walk dress, it can
also be a blouse and a skirt. We need to
show the perfect combination of a woman
being elegant but comfortable and looking
good/attractive.
We should have stylish accessorizes,
stressing her femininity and making her
image completed.
The colors are natural shades of chocolate,
maroon, also vibrant colors can be used but
they have to be in harmony with the whole
story.
5 second tag dress
The dress for the tag should be more fancy
and evening, it can be long, but not with too
low necklines and not excessively decorated.

22.

WARDROBE Female
5 second tag dress
The dress for the tag should be more fancy
and evening, it can be long, but not with too
low necklines and not excessively decorated.

23.

WARDROBE Gentleman
Danissimo Gentleman should be
elegant and stylish. In summer
smart casual clothing that has a
really premium look. Nice
summer shoes, that will suits all
the look.
We should have accessories, like
good and expensive watches.
Sunglasses can be classic and
elegant depends on the hero
choice, but not glamorous.
His outfit has to be casual and
appropriate for a boat trip,
remaining elegant and premium.

24.

PROPS
SPOON
Gold and sophisticated.
GIFT BOX
It’s a chocolate color gift box
with beige silk inside. Its
wrapped with a pearl ribbon.

25.

MUSIC
We use our current music

26.

LET’S SHOOT IT!