Bosnia and Herzegovina’s qualification for the 2026 FIFA World Cup served as the trigger for the launch of the “I Am From Bosnia, Take Me To America” campaign, presented by Sarajevska pivara. According to the company, preparations began immediately after the national team secured qualification. The first step involved monitoring public reactions, communication on social media and the ways in which people expressed their support for the national team.
From the outset, the focus was not on creating a new fan narrative, but on understanding the content, messages and songs that were already present among the public. In that process, the song “USA” by Dubioza Kolektiv occupied a special place, having already been recognised among fans and associated with the national team’s appearance on the world stage.
“The goal from the very beginning was to avoid the format of a traditional advertisement and create something that people perceive as part of everyday fan communication. The collaboration with Dubioza Kolektiv and the inclusion of Sarajevska pivara as a brand with more than 160 years of tradition made it possible to work with existing emotions instead of building them from scratch. If the audience recognises themselves in it, their way of supporting the national team and the way they experience it, then the campaign has fulfilled its purpose”, said Elvir Husejnović.
In addition to the fan context, the campaign also draws on the identity of Sarajevska pivara as one of the oldest brands in Bosnia and Herzegovina. The company states that business continuity and its long-standing presence among consumers were among the elements that shaped the communication during the tournament.
The creative concept was developed by Elvir Husejnović, while production was handled by the Sarajevska pivara team. In a statement for Media Marketing, they explained that the communication was built around content that was already present among the public, from songs to reactions that spread organically across social media. One of the key challenges was preserving a sense of authenticity and avoiding the impression of a pre-constructed communication approach, given that audiences quickly recognise when something feels forced or overly planned.
The campaign includes a special Sarajevsko Nepovratno 0.33 l edition, a promotional film, radio activities, outdoor advertising, digital content, public match screenings and online prize activities.
Although the campaign also has a business dimension, its primary objective is to ensure the brand’s presence during one of the most important sporting events for Bosnia and Herzegovina and to communicate with audiences across different channels. The focus is on the Bosnia and Herzegovina market, but the campaign’s creators also expect a significant response from the Bosnian and Herzegovinian diaspora, which actively follows the national team and takes part in fan activities. As the company points out, “The same emotion and connection with the national team has long existed among people living outside Bosnia and Herzegovina. Sarajevska pivara, as a brand with a long tradition, further strengthens that connection because it represents one of the symbols that people in the diaspora recognise and associate with home. Therefore, it is only natural that the communication has a broader reach.”
The campaign will run throughout the FIFA World Cup, with content adapting to developments on the pitch and reactions from supporters.
