Xriselia TVC

A TVC campaign revealing the truth behind olive oil production today.

The itch

Seventy Nine Minds asked us to develop the core concept for Chryselia’s new TV campaign. Research revealed a growing tension around olive oil prices: consumers often blame brands, when the real pressure comes from climate instability and environmental damage—factors that disrupt harvests and reduce yield.

The scratch

We built a campaign that speaks the truth, anchored in the central message “The Fruit’s Will” (Θέλημα Καρπού). By foregrounding water, wind, and living soil, the story reframes every drop as the outcome of two forces: human care and the conditions nature allows.

A cinematic, evocative TVC directed by Yannis Kostavaras became the campaign’s flagship, expanded through OOH and digital executions that carried the message across touchpoints.

The relief

Chryselia is positioned as an honest, sustainability-led olive oil brand—one that honors Greek producers and the land, and brings olive oil from where nature chooses to offer it, straight to the Greek family table.

TEAM

Advertising Agency / Creative Direction: Seventy Nine Minds

Concept & TVC Script: Stav Papadaki, Marialena Gousiou

Film Director: Yannis Kostavaras

Production Company: Green Olive FIlms