Friends TBWA - SUPER TOP – Glet Rich or Die Tryin'

Category: Best Video Campaign

Client: Saint-Gobain Rigips Romania

Year / Domain / Status: 2018 / Other / Winner

Strategy description:

Convince a broad audience that the Rigips® Super Top plaster can solve any task by permeating pop culture with a relatable brand-owned character. In this case, Zinedine Zidar, the down-to-earth fun construction worker central to the story.


The branded video was distributed exclusively through brand-owned digital channels (social media and website) and seamlessly integrates both the brand and the product in the script and in the overall creative execution, so that the video can be easily attributed to the Rigips® brand. The online video was seeded through the following channels: - Saint-Gobain Rigips® Romania Facebook Page - Saint-Gobain Rigips® Romania YouTube Channel - Club Rigips® homepage (Construction worker’s online community by Saint-Gobain Rigips® Romania)

Case visual: