A new territory for Arctic - Nostalgia 2023

In 2023 at the Nostalgia Festival, one of the most successful events in Bucharest, we invited the over 85,000 participants to rediscover their wardrobe as part of a sustainable lifestyle in an immersive experience on rhythms of the '90s.

I am proud to have been part of this new precedent for the Arctic brand, exploring a new territory that brings us closer to our current and potential customers. 

The activation we have created with Procter & Gamble and Nostalgia team, reinforces Arctic's new positioning and continues the innovative path in communication, which began with the "Forgotten - Rediscover your Wardrobe with the ExtraSteam technology" campaign.

"Forgotten" campaign has a special significance for us, being the first sustainability-focused brand campaign that fully reflects Arctic's vision, awarded for its creative concept with a Gold Effie this year, and Gold Internetics for its digital approach in Durables. 

Nevertheless, participating in Nostalgia represents another step we take towards educating the public about the need of adopting responsible behaviors. At the 2023 Bucharest festival, we offered participants an immersive experience bringing the campaign concept to life, unveiling a new dimension where technology meets emotions, behind the forgotten clothes in the closet. 

Together with P&G, we also invited the participants as well as those online, to support social causes endorsed by the NGO Zi de Bine.

Thus, the activation covered all the main pillars of the Arctic brand strategy - innovative technologies, sustainability education, CSR, and customer experience - in a highly contemporary approach.

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