At the beginning there were a few bottles on the table in our meeting room. Ladies and gentlemen, here comes Fidko. We tried it. What did we find out? That Fidko is acidophilus (sour) milk. Sure, but what is it like? Different. It’s thick in composition and thick in taste. And that’s where we started.

We started by finding Fidko’s space in the market. We defined it as a person. If it was a person, what would it be like? The brief told us it would be young, ambitious, urban, lively. The tasting told us it would also be something exceptional. Because Fidko has an amazing taste. It bubbles on the tongue. Trying Fidko is simply a pleasure.

It was this discovery that produced the first ideas, but there is a reason why first ideas are called first ideas.

We knew we could come up with something better, perhaps even something exceptional. We were sure we were on the right track; we were working with a clear brief after all: Fidko is wild and untamed, just like you.

We knew what video we wanted to make – one which would stand out amongst competing adverts. We wanted to create a video that would be modern like our target group and thick like Fidko.

We also knew what we were searching for, so we searched. We searched patiently and long, and then came the eureka moment, or as we have called it since – the Fidko moment. The moment that enlightens you and you’re suddenly full of inspiration.

We had experienced it and our task now was to share the experience. Because the Fidko moment full of inspiration captured not just the taste but also the feeling we had when we tasted the drink. The feeling that awaits everyone who tries Fidko.

And the video itself?

We focused not just on the script, locations and casting but also on the atmosphere. Dynamics and colourfulness were important, and we tried our best to transfer the emotion to the screen. We tried our best to present Fidko the way it really is – untamed and wild. And you?

See for yourself if we pulled it off.