Telling 30 years of history through a commercial and a series of emotional video snippets
242 points of sale, a 40,000 sq m distribution center, over 3,000 products: these are just some of the numbers that tell the commitment and history of ARD Discount.
ARD Discount is a company founded in Sicily that operates in large-scale retail and has been able, year after year, to go beyond the island’s borders, without forgetting its origins and its bond with its territory.
Attentive to the quality and selection of its suppliers, the ARD discount banner celebrated its 30th anniversary in 2024. Precisely to celebrate this important date, strong in values that look to tradition but wink at the future, ARD Discount chose Mentarossa for the creation of several video commercials.
The first video focused its storytelling on a girl who “grew up” with ARD and who, like the company, has grown, gained awareness, and still has, as the video says, “…so many dreams in her shopping cart.”
Secondly, following a well-defined concept (“We’ve done 30, let’s party”), a new creative was developed and then declined into 5 different storyboards aimed at creating just as many video snippets.
This time, a mother and her son are at the center of the scene, as they walk through the shelves of an ARD Discount store, intent on grocery shopping. In the different videos, reality and fantasy meet, recreating a magical environment, a place where every wish can be realized.
The different shots, the use of motion graphics, and the selection of the leading actors were shared in advance with the client during the creative process of all the videos. The commercials were shot in an ARD Discount store, through the setting up of a set that included both photo and video production, to create functional material for the drafting of an ad-hoc editorial plan.
The editing precisely followed the structure of the storyboards, paying particular attention to the different departments of the store and the products filmed.
For ARD Discount, Mentarossa took care of: creativity, video scripts, filming, editing, photography, set design, music selection, casting, video creation and editing, adaptation of communication materials for social media channels.
We did 30 years of storytelling in a single video (with soul inside).
