Vajda-Papír celebrates Ooops!’s 15th anniversary with a hybrid AI campaign

By: Trademagazin Date: 2025. 12. 19. 11:42

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Vajda-Papír is launching a campaign that is unique in the industry: for the 15th anniversary of the Ooops! brand, the market-leading sanitary paper manufacturer is pioneering a hybrid advertisement combining AI technology and live actors among industrial production companies. The “Paper Therapy” concept strengthens the Ooops! brand’s love brand position, while also setting a new standard in the category from a technological perspective.

Paper Therapy: A New Perspective on Everyday Life

The creative concept addresses the everyday frustrations associated with cleaning, but not from the perspective of people, but from the perspective of paper products that come to life. Paper towels, handkerchiefs, napkins and toilet paper share their own problems in a “therapeutic” situation, based on humorous, ambiguous wordplay. The approach simultaneously relieves the tension of household chaos and positions the Ooops! brand as a supportive, lovable everyday companion.

AI solutions in creative execution

During the campaign, the paper products were animated and their voices were created using artificial intelligence. AI-based motion generation ensures lifelike gestures, while the voices were created based on real speech patterns and adapted to the personalities of the characters. This technological solution is not only a spectacular creative tool, but also reflects Vajda-Papír’s future-oriented thinking.

“We are proud that Vajda-Papír – as Hungary’s leading sanitary paper manufacturer – can celebrate the 15th anniversary of the Ooops! brand with such an innovative, groundbreaking project. Paper Therapy is also a milestone for us: it shows that even in a traditional industry it is possible to communicate boldly, innovatively and in a consumer-friendly way”

– emphasized Szabolcs Sztaniszláv, Commercial and Marketing Director of the Vajda-Papír Group.

The campaign launched on December 10, 2025 with TV commercials, followed by online appearances, and will also be visible on billboards and citylights in January 2026. The multi-phased communication aims to ensure that Ooops!’s anniversary presence remains focused and consistent over a longer period of time.

Campaign goal: strengthening love brand position

Ooops! is a well-known, strong brand in the sanitary paper products market. The goal of the anniversary campaign is to further strengthen the brand’s loveability and emotional connection with consumers, while presenting its renewed face with fresh, trend-setting solutions.