THE REFRESHMENT CLUB™
purveyors of ideas.


Cristaline - Campaign Proposal

Background


At The Refreshment Club, we bring over 20 years of experience working with FMCG brands, with a strong focus on beverages and water. We understand the consumer journey, the business channels, and the communication systems that drive growth in one of the world’s most competitive categories.

In a landscape dominated by giants like Nestlé and Danone, only strategic clarity and disruptive thinking create real cut-through. This is the approach we’ve applied successfully in the past, and it’s the approach we will bring to Cristaline in the UAE



Our approach starts with your strategic positioning.

‘THE FAIR PRICED FRENCH WATER’




Ai Campaign Spotlight and brand positioning for No more plastic Foundation #unnormalise plaastic



CAMPAIGN OVERVIEW


The Big Idea.

A single campaign platform expressed through five static executions and five moving executions.
Supported by three tactical experiential moments and three collaboration concepts that extend the idea into culture and physical space.


Execution Channels



A. In-Store


Posters, shelf strips, wobblers, and end caps that bring the campaign directly into the shopper environment.

B. Digital & Social


Hero film, cutdowns, vertical edits, static and motion assets, and story formats for high-frequency, high-engagement touchpoints.

C. Web


Homepage takeovers, landing page visuals, product page modules, and digital banners for full funnel continuity.

D. Digital Out-of-Home


Full-motion loops, lite-motion formats, and static placements adapted to mall and urban networks.

E. Print & OOH


High-resolution key visuals for magazines, mall posters, street formats, and large-scale static placements.

F. Tactical & Partnerships


• Three tactical experiential activations

• Three collaboration concepts

that extend the idea and add cultural relevance.

Deliverables

A. Static Executions (x5)


  1. Hero Key Visual
  2. Product 
  3. Lifestyle 
  4. Tactical 
  5. Seasonal 

    B. Moving Executions (x5)


    1. Hero Film (15 sec)
    2. Short Cutdowns (6sec)
    3. Vertical Social Film
    4. Motion Poster / DOOH Loop
    5. Animated Product Focus
    In-Store  Formats

    • Poster
    • Shelf Strips (headline)
    • Shelf Wobbler (headline)
    • End Cap concept






    Social Formats

    • 15 sec hero film
    • 6  sec cutdowns
    • Vertical 1080x1920 edits
    • Square 1080x1080 edits
    • Story motion + static frames
    • Motion stills
    • Static key visuals
    Web Formats



    • Homepage hero (static + motion)
    • Landing page module assets
    • Product page header format
    • CRM visuals (headers + inline assets)


    DOOH Formats


    • Full-motion DOOH loop ( 1x)
    • Mall digital formats




    Prit & OOH Formats



    • High-resolution key visual master
    • Magazine full page / half page
    • Street OOH formats
    • Mall posters
    Tactical Film Deliverables



    • Main tactical film (15 sec)
    • 6 sec cutdowns



    Some Comms work
    Tactical Valentines Day Campaign for Three Seven. Paris. France.

    100k Initiative for Found Water X Oceana. New York. USA

    Launch Campaign for Seriously Baked, Cannabis Co. Denver. USA.

    Tactical Haloween Campaign. Casper. New York, USA

     
    Brand Creation Shyo . Pistachio Millk. New York. USA


    Campagin for Panco Burger Buns. PAris France.
    campaign for Aptamil. Danone Global.




    The Fees

    22,567€


    Timelines

    The full creative development and AI production process outlined in this proposal will be delivered within a 4-week timeline, beginning from the date of project kickoff and receipt of all required inputs from the client.
    Delays in feedback, approvals, or materials provided by the client may extend this timeline.







    Terms & Conditions




    1. Scope of Creative Fees

    The fees outlined in this proposal cover the full creative process, including:


    • Ideation and concept development
    • Art direction
    • Copywriting
    • AI-led shoots and image creation
    • Styling direction
    • Editing, refinement, and finalisation of all creative assets
    • All other creative and AI production required to deliver the agreed campaign materials



    These fees reflect the creative development and AI-enabled production pipeline delivered by The Refreshment Club (TRC).



    2. Exclusions


    The fees do not include:


    • Print production or fabrication of any physical materials
    • Traditional production (photography, live-action shoots, set builds, talent fees, usage rights, hair/makeup, studios, or any on-set operational costs)
    • Media buying or placement costs
    • Third-party vendor costs unless explicitly stated


    Any third-party production or specialist services will be quoted separately if required.



    3. Big Idea Presentation



    TRC will present three campaign ideas as part of the Big Idea phase.

    Any additional concepts, rounds, or alternative platform directions beyond the initial three will incur additional fees and will be quoted separately.



    4. Tactical, Experiential, and Collaboration Concepts


    TRC will develop tactical, experiential, collaborative, or partnership-based ideas as part of the campaign thinking.

    All tactical, collaborative, or partnership concepts presented by TRC must be produced and executed by TRC. These initiatives fall outside the scope of this campaign budget and will require separate costing and approval.



    5. Additional Work or Revisions



    Any work requested beyond the agreed deliverables or outside the defined scope will be considered out of scope and will be quoted separately. This includes, but is not limited to:


    • Additional creative concepts
    • Additional executions
    • New asset formats not listed in the deliverables
    • Significant structural changes to approved concept



    6. Approval & Timing


    TRC will work according to the production schedule developed at project start. Delays in approvals, feedback, or material delivery from the client may impact timelines or delivery dates.



    7. Payment Terms


    A 50% upfront payment is required to initiate the project.

    The remaining 50% is payable upon delivery of the final approved assets.









    Stay Refreshed.