Drugi jezik na kojem je dostupan ovaj članak: Bosnian
By: Ekrem Dupanović
We recently published a text in which we brought you the atmosphere from the set of a new spot for the Konzum’s campaign Good Day, Every Day. It was a rare atmosphere for a set, where the entire crew and cast had a lot of fun while working, and they were working a serious job whose results TV viewers in Bosnia and Herzegovina will see soon after the continuation of the Konzum campaign. It is hard to say who is most responsible for such an atmosphere of the set, because all pitched in. However, since everything starts and ends with the client, we would give slightly more merit for this to Konzum, whose complete marketing team is trying to make it all so that everyone can be satisfied even when they have worked hard all night on the set. This atmosphere is best described by Zvezdana Žujo, Director of Communis agency, who says: “Sabina, Selma, Haris and the rest of Konzum’s marketing team are extremely diligent, loyal and they love their work. This incredible positive energy inevitably spreads to the whole team, both from the agency and the production. That’s why we all function as one. We all work, we all laugh and we all rejoice.”
This text was not created on the basis of retrospective memories (or smarts). We simply couldn’t prepare it earlier because director Elmir Jukić had to leave for the film festival in Pula, and now, after a shorter vacation, he returned to Sarajevo, with three Golden Arena awards for his movie The Frog.
So let’s start from the client since we gave them the advantage in terms of creating the winning atmosphere for the entire team that is working on the Konzum campaign. The rest of the team on this campaign are the agency Communis, the brilliant film, tv and theatre actress Jasna Diklić, and Elmir Jukic, a film and television director who saw only success in his career.
The experience of Media Marketing with the vast majority of marketing directors in the region is not the best when it comes to interviews or statements. Not just for our media. And I will never understand why this is so, since their job is literally to communicate. Unlike them, Sabina Isanović, Director of the Marketing Department at Konzum, was happy to oblige and give an interview we recently published, and was very open to send a statement on cooperation with everyone involved in creating and producing the Good Day, Every Day campaign. And if anyone is wondering why, I can offer just one rational explanation – probably because she understands her job better than most others.
“Campaign Good Day, Every Day is a project that we work with very much positive energy, both us in Konzum, as well as our dear associates from the Communis agency, our great actress Jasna Diklić, who is the star of the campaign, director Elmir Jukić, who gives a special stamp to the whole story and the complete production team. That energy was really felt at the initial meetings when we were thinking about the idea and messages we wanted to communicate to our customers, from going through the scenarios, to recording and working on the set that was a real joy for us,” says Sabina Isanović and continues : “All this is possible when you work with a team you know well and with whom you have built up mutual trust through cooperation. Of course, an important prerequisite for all that is that you work with professionals. We gave the agency full freedom to develop creative idea while respecting our inputs and goals we wanted to achieve. Little is to say how satisfied we are with realization. Campaign Good Day Every Day has been going on for a year now and we are continuing and everyone in the team is eagerly awaiting new situations in which we will see our ‘neighbor’ Jasna Diklic. I believe that the whole campaign in a specific way and with a dose of moderate humor adequately communicated the new market position of Konzum, which directs its business to daily shopping in more than 170 of our stores in BiH, with the emphasis on offering quality and wide offer to buyers, with good prices and good action sales every day.”
Everyone agrees that actress Jasna Diklić leads in creating the atmosphere on the set. A glittering and endlessly witty actress of great acting experience in the Good Day Every Day campaign embodies character of that neighbor we all have. If you’ve seen some of the videos in the campaign, I’m sure you can recognize a neighbor next door in her character. Maybe not in terms of age, but certainly in terms of habits.
“This is a very successful project and it is a great pleasure to participate in it. I’m very glad that the campaign continues. This is already the third cycle of filming and I’m looking forward to working together with all these wonderful people,” writes Jasna Diklić. “Konzum has been my good first neighbor as well, because I’m happy to buy at their stores, so I’ve accepted this role without hesitation. This is a completely new and refreshing experience for me since I have not had the opportunity to cooperate with a retail chain so far. I sincerely hope that this effort, and the work of the whole team, will continue to bring business success to Konzum.”
And, when the client gives a brief, and the agency responds to it properly, a scenario is made, director is called, casting is done, and filming starts. Here, according to director Elmir Jukić, the sequence of events was a little different. Prior to his engagement, the client and the agency already decided that the star of the campaign would be Jasna Diklić.
“I would love to say that the idea was mine, because the cast is simply great, but unfortunately it is not. When they called me from Communis to direct the first set of ads, Jasna Diklić was already in the material, but at that point just as an idea, a suggestion. Now, when I see the result, it seems to me that our copywriter Hamdija Pašić Paja wrote the campaign with Jasna in mind, and it’s a great joy for me to work with her, and we worked together quite a lot,” Jukić says. At our suggestion that Konzum is very pleased to have the opportunity to continue working with him, Elmir says: “This feeling is mutual. It is my pleasure to work for such a reputable company and with such a great team of people. Our cooperation is based on great mutual trust, respect and professionalism. Client’s trust is always important to me because it provides the freedom that is crucial to getting those nuances that make a difference and then, thanks to this, a campaign ‘pops out’, draws attention and is successful.”
What does recording commercials mean for a director who is preoccupied with filming television series and movies? Is it money or something else? Juka gave me a very interesting and even a bit unexpected response to this question.
“It’s always a new kind of challenge, but if I have to single something out, it is imperative that the story be told in an extremely short form. This form is terribly important in developing a visual culture, nurturing complete dedication to detail and, very often, moving the boundaries in a technological sense. These are all experiences often gained here, and are extremely useful in other formats.”
I’ll finish the way I started, with Zvezdana Žujo. “Our energies simply fit together. The team that works on the campaign includes 42 people who create a great atmosphere. For us, the recording is like an excursion, because of the energy that the client has and transmits to us, and which we then transmit to production, Jasnina’s energy, Juka’s energy, all this is really something to experience. Jasna gives her best, but Juka then gets out of her something even she didn’t know she possessed. Then the client makes it so that you don’t have a feeling that they are a client, but simply a part of the agency or production. Everyone is doing their job and everything works perfectly. Sometimes it lasts all day, sometimes even all night. But everyone’s there from the beginning to the end, no fatigue, no anxiety, no raising of tensions. I have to say that Konzum’s employees who work at the place we recorded have mastered the philosophy of TV commercial production. They usually stand behind Juka and they watch how he enjoys it all. I take pictures of them with my phone and then send it to them, and they can’t even recognize themselves and their faces.”
It’s August. It’s not the time for difficult topics that advertising industry is riddled with. So we decided rather to offer you a light, positive story.
The Sarajevo Film Festival has begun. Guests from all over the world flock to Sarajevo. Konzum offered them something new as well. Its stores in the center of Sarajevo will work 24/7 during the festival, and they have also prepared prize games for the shoppers based on movies and film music – to make a Good Day Every Day for them as well!