Turning a challenge into a USP! As Arkadi looks to its future, it draws inspiration from its past. Green soap represents Greek tradition, childhood memories, and carefree times. Yet, some consider it as old-fashioned. With the aim of expanding the brand's target audience and providing a contemporary perspective, we launched a new tagline campaign: 'Memories that take care of the present.' Following this creative concept, Linear took on the creative photoshoot & video production for digital usage. We enhanced the brand values of sustainability and Greek tradition while presenting all Arkadi products using motion design elements and voiceover. The purpose of this video was to attract new customers, as well as reinforce the appeal to existing clientele and all those seeking pure and eco-friendly choices.