{"id":4438,"date":"2006-05-10T18:00:00","date_gmt":"2006-05-10T18:00:00","guid":{"rendered":"https:\/\/bm.dev.synology.me\/?p=4438"},"modified":"2026-04-02T08:41:25","modified_gmt":"2026-04-02T08:41:25","slug":"in-the-spotlight-21","status":"publish","type":"post","link":"https:\/\/bm.dev.synology.me\/?p=4438","title":{"rendered":"IN THE SPOTLIGHT"},"content":{"rendered":"<p><SPAN class=text>  <P class=MsoNormal style=\"MARGIN: 0cm 0cm 0pt\" align=justify><STRONG>Ideea:<\/STRONG> Lipsa banilor duce la improvizatii obositoare<\/P>  <P class=MsoNormal style=\"MARGIN: 0cm 0cm 0pt\" align=justify><STRONG>Client:<\/STRONG> Excelent &#8211; Kandia pentru Kandia<\/P>  <P class=MsoNormal style=\"MARGIN: 0cm 0cm 0pt\" align=justify><STRONG>Agentie:<\/STRONG> McCann-Erickson<\/P>  <P class=MsoNormal style=\"MARGIN: 0cm 0cm 0pt\" align=justify><STRONG>Numar difuzari TV in perioada 1 nov. &#8211; 12 dec:<\/STRONG> 966 difuzari (1.601.040 euro &#8211; rate card), conform Alfacont Mediatrack.<\/P><\/SPAN><SPAN class=text>  <P class=MsoNormal style=\"MARGIN: 0cm 0cm 0pt\" align=justify>&nbsp;<\/P>  <P class=MsoNormal style=\"MARGIN: 0cm 0cm 0pt\" align=justify>Fie ca se odihnesc pe o canapea, deschid o <?xml:namespace prefix = st1 ns = \"urn:schemas-microsoft-com:office:smarttags\" \/><st1:country-region w:st=\"on\"><st1:place w:st=\"on\">usa<\/st1:place><\/st1:country-region>, desfac un cadou sau se arunca in gol de pe acoperisul unei cladiri, tinerele din acest spot sunt inconjurate de valuri de matase. In final<SPAN style=\"mso-spacerun: yes\">&nbsp; <\/SPAN>intelegem ca nu despre matase este vorba in spot, ci despre o senzatie: gustul ciocolatei. De unde a pornit ideea de a transmite gustul prin imagini, explica Craita Coman, senior copywriter la McCann-Erickson. \u0084Ne-am intrebat cu ce ar putea fi asociat gustul Kandia si raspunsul unanim a fost matasea. Femeile sunt fascinate de matase, de senzatia pe care o ai atingand-o. Pur si simplu nu-ti poti dezlipi degetele de pe ea. <\/P>  <P class=MsoNormal style=\"MARGIN: 0cm 0cm 0pt\" align=justify>&nbsp;<\/P>  <P class=MsoNormal style=\"MARGIN: 0cm 0cm 0pt\" align=justify>De aici pana la \u00absenzatia pe care ai face orice s-o pastrezi\u00bb n-a fost decat un pas. Care s-a concretizat mai tarziu in mai multe vignette cu si despre gustul catifelat al ciocolatei cu dragoste\u0093.<\/P><\/SPAN><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ideea: Lipsa banilor duce la improvizatii obositoare Client: Excelent &#8211; Kandia pentru Kandia Agentie: McCann-Erickson Numar difuzari TV in perioada 1 nov. &#8211; 12 dec: 966 difuzari (1.601.040 euro &#8211; rate card), conform Alfacont Mediatrack. &nbsp; Fie ca se odihnesc pe o canapea, deschid o usa, desfac un cadou sau se arunca in gol de [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[573],"tags":[35],"class_list":["post-4438","post","type-post","status-publish","format-standard","hentry","category-media-marketing","tag-in-the-spotlight"],"_links":{"self":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/4438","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=4438"}],"version-history":[{"count":1,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/4438\/revisions"}],"predecessor-version":[{"id":25867,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/4438\/revisions\/25867"}],"wp:attachment":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=4438"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=4438"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=4438"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}