ED Stay Focused
March 25th, 2009

The toilet picture very clearly portrays the core message of energy drink ED's marketing: Stay Focused. We pitched Art Director Minna Lavola of TBWA\PHS with a moodboard of photos containing the look and feel we wanted to capture in the image: rugged, masculine (eeh, obviously) and industrial but still with a touch of design. After all it's all about partying instead of about being held prisoner in some Saw sequel.

"Me and Tuomas started off with a more colourful approach to the picture with a lime green wall taken from the colour of ED light.", says Rami Riihijärvi. "Minna wanted the picture less saturated and more gray though to better fit the rest of ED's look."

Getting the target, urinal and the camera angle fitted together so that everything looks good proved to be more difficult than we expected. "It took a couple of rounds of trial and error to find the right, lower camera angle. Once we hit the spot, all the pieces started falling into place and the picture was coming out nicely.", says Rami.

3D Product Shot

At the same time while working on the urinal event we created a separate picture of the ED bottle. The picture was created in a way so the bottle can be used both as a separate product shot as well as together with the copy and the background.

Credits

Client: Hartwall

Agency: TBWA\PHS
Creatives: Minna Lavola, Mira Olsson
Account Director: Panu Vainio
Project Manager: Jenna Karhu, Jaana Aberg