Drugi jezik na kojem je dostupan ovaj članak: Bosnian
By: Ekrem Dupanović
For the conference Cannes Lions in Sarajevo, which will be held Thursday, 3 March in Sarajevo’s Vijećnica, and which will feature all the creative directors from the region that have so far brought Lions from the Cannes, we had great support from sponsors who splendidly done their job. But Atlantic Group surprised us all. Of course, preparing food is a creative job and in that field Atlantic Group has greater possibilities than other sponsors. But it’s not so much about the culinary show they are preparing, as about their overall approach to the project. They even made us become more serious and motivated to spruce up everything to fit them. Aleksandra Kregar Brus has activated the entire regional team of Atlantic, which is engaged in this project. In sense of creativity, the catering at the Vijećnica will surely be at the level of creative presentations by the Cannes lions. And one more thing. Atlantic will bring their Cube to Vijećnica – a 700 kg contraption for creative recreation. You’ll see it when you get there.
We talked about all of this with Ms. Aleksandra Kregar Brus, Central Marketing Director at the Atlantic Group.
Media Marketing: When we thought about whom to tap for cooperation in terms of catering, there wasn’t much doubt about the Atlantic Group. You have all the products we need, but we did not expect such a creative approach.
Aleksandra Kregar Brus: Creativity is for business what fuel is for an engine. Creativity is embedded in our business credo as one of the basic principles of all our operations (with a passion for business and evolutionary nature as an important working principle) and the whole team of people in the central marketing of the Atlantic Group is dedicated to creating a climate in which creativity and innovative business will not be an exception or an event, but a daily habit, through various tools and techniques, with the idea that only a company that has the capacity to learn every day and creates new values can be a leader who pushes the boundaries of business and pulls forward entire branches of industry, developing the whole region in the process.
Media Marketing: Can you tell us something about what the guests in Vijećnica can expect during the lunch break? Tell us something about the creative idea and the food that stirs emotions.
Aleksandra Kregar Brus: Food is an emotion in the Atlantic Group. The essence of every good bite is in the emotion that it evokes in you, just like every good idea. This event is a feast of creativity for Sarajevo and Bosnia and Herzegovina, and we wanted to make a contribution to that. So your guests, top creatives from the region and Europe, will be able to feast in a creative menu that was created in our creative kitchen, inspired by our products in a new innovative way, for what is a new idea but a combination of existing elements in a new way? That’s how the most unusual bites were made, in which Smoki is paired with the delicious Argeta tuna pate and finest Bakina Tajna jam made from wild organic blueberries … chips is wrapped in domestic chopped pepper Bakina Tajna, baby spinach is in an embrace with mushrooms, Bakina Tajna pindjur and parmesan etc. After the tasting, guests will have the opportunity to share the emotions evoked in them by these unusual flavors on our mobile Gallery of Ideas, the CUBE, but also find out what their favorite bites say about them through an unusual character typology based on a favorite snack chosen from the table.
Media Marketing: We were particularly surprised by the news that the CUBE will be coming to Cannes Lions in Sarajevo. It’s an installation and concept that thrilled the participants at the conference on mobile trends in November last year in Portorož. Something like that couldn’t be logistically easy.
Aleksandra Kregar Brus: In order to get closer to our consumers and customers and to be in direct contact and two-way communication with them, we have launched a series of innovative projects including the CUBE installation. This is a kind of mobile gallery that allows us direct contact with our customers, product testing, various events and experiential marketing, which aims to tell a wider story of our brand, which means not only the experience of the consumer but also the engagement. The CUBE installation is also very interesting for the shopper marketing.
Media Marketing: What is the basic idea of the CUBE? What is it that Atlantic Group achieves with this project in terms of communication?
Aleksandra Kregar Brus: Direct contact, interaction with consumers and customers, sharing not only information but emotions and experiences, increased visibility at the point of sale … but CUBE is also an inspiring channel for connecting business with art, young creatives and young consumers. Particularly those popularly called millennials … a demanding new generation that wants deeper and more meaningful engagement with the brand and experience for all the senses.
Media Marketing: Will there be any more surprises from the Atlantic Group?
Aleksandra Kregar Brus: Definitely! As an organization that is constantly learning, we are extremely committed to the development of new channels of communication, new media and new use of existing media and channels of communication.
Media Marketing: A statement for the end. Atlantic Group is a regional company in the truest sense of the word. Regarding the Cannes Lions we have communicated with your teams in Ljubljana, Zagreb, Belgrade and Sarajevo. Everyone creates their own part of the story that will, I believe, be very successfully told at the Cannes Lions in Sarajevo. Your opinion?
Aleksandra Kregar Brus: Exactly … in the central marketing team of Atlantic Group there are colleagues from Serbia, Bosnia, Croatia, Slovenia … we believe that this diversity, which is respected and stimulated, is our big advantage. We also believe that the quality brought by the ability of parallel insight, an outside perspective, exchange of experience and know-how, is a fantastic stage for a talent contest and innovation that should be happening at every level of business, and may arise from every part of our region.