Drugi jezik na kojem je dostupan ovaj članak: Bosnian
International advertising festivals from year to year are more visited and the number of entries is growing. The “fierce” competition requires continuous work on the innovative use of communication channels and creating a relevant, attractive content. In this respect, the agencies are trying not only to follow the world trends but also to set them, and for their clients develop innovative campaigns, but also products. One such example is a campaign for LAV Popcorn, a product that was designed by McCann Belgrade.
“In our market, changing the taste or a recipe is often associated with making compromise, with something that ‘smells’ of frugality and degradation of quality. However, in our case, this really wasn’t the case. The move for which we opted had the main task of achieving a new standard in the national mainstream beer industry. The end result was a new, for us more expensive, but, most importantly, for the tested consumers a better quality liquid,” said Marko Simić, Brand Manager of LAV brand and added: “At the very beginning we were faced with the challenge of whether and in what way to communicate this important change, aware of the aforementioned connotations that such changes usually entail. We felt that we have something really different. Something to be proud of. So we decided to be transparent. The rest is history. The credit belongs to the agency. Our credit is only in having the understanding, and courage, to persevere in this.”
Campaign LAV popcorn won the Grand Prix award in the categories of Direct and Integrated at the recent Golden Drum Festival. The same campaign also won the special awards Silver Drum and Bronze Drum Adriatic Awards at the same festival, and an award in the category of profit integrated campaigns at the national festival of integrated communications Kaktus 2016 in Serbia. At the regional show of best campaigns, BalCannes, the jury of journalists for the first time awarded an award for The Best Project to the campaign LAV popcorn.
The two Grand Prix awards for campaign LAV popcorn have shown how valuable and rare toying with the channels of communication in campaigns for mainstream brands is. Much of this could fit into a plain popcorn bag: press release, directly addressing consumers and an invitation to try the product. “The unanimous decision of the jury in the category of integrated campaigns represents for us a special honor and recognition for the continuous efforts of our agency to always bring innovative and original ways of communication,” said Jana Savić Rastovac, creative director of McCann Belgrade.