Cedevita’s new winter campaign, “Boot Full of Optimism,” encourages a more relaxed holiday season, free from the pressure of imposed obligations. As one of the most recognized brands in the region, it has prepared an optimistic advent calendar for visitors of its educational platform Budi DOBRO. Budi CE., featuring simple tips for a more relaxed and meaningful holiday filled with true values—togetherness and creating cherished memories.
Behind the Campaign
The campaign’s creators, Tihana Moškatelo, Brand Development Manager at Cedevita, and Ivana Bilić, Senior Digital Marketing Specialist at Atlantic Cedevita, shared insights into how the “Boot Full of Optimism” campaign was created, why it’s important, and how people have responded to it.
Ivana Bilić and Tihana Moškatelo
MM: You’ve “flipped the script” to promote an optimistic narrative celebrating “imperfect” moments. What inspired this direction?
Tihana: The inspiration came from conversations with others and our own experiences. We’ve often noticed how much people feel pressured to create the “perfect” holiday—a flawless tree, a home like those in magazines, or perfect cookies. Yet, in those conversations, we realized that the most beautiful memories often arise from “imperfect” moments—when cookies don’t turn out as planned, when decorations aren’t new but carry a story, or when the house isn’t perfectly tidy but is filled with laughter and warmth.
We decided to “flip the script” and remind people that the holidays don’t have to look like perfectly staged social media posts. What truly matters are shared moments, laughter, and a sense of connection. The “Boot Full of Optimism” campaign invites a shift in perspective, focusing on what truly matters to make the holidays more beautiful and fulfilling.
MM: Did consumers react to your idea as you expected?
Ivana: The reactions have been excellent. In the first week of the campaign, we observed significant interest from platform visitors. Cedevita has been advocating for mental health awareness for years, and it’s gratifying to see that people recognize our platform as a safe space to find expert advice, ask questions, or leave and receive motivating messages. The “Boot Full of Optimism” campaign reinforces that we’re on the right path, delivering the clear message that optimism isn’t about ignoring challenges but embracing them and finding the strength to move forward.
MM: How do you encourage consumers to care more about their mental health, and what does the campaign look like in practice?
Tihana: On the Budi DOBRO. Budi CE. platform, consumers can find year-round inspiration through rich content—from articles, advice, and motivational messages to educational videos created in collaboration with top experts.
During the holidays, we’ve emphasized core values with special illustrations reminding people of the true spirit of the season while encouraging them to reflect on their well-being. We’ve also launched a contest where participants share their wishes, and the most creative entries win vouchers for individual counseling sessions with psychologist Gabrijela Ištuk, along with a generous Cedevita gift package. This initiative aims to inspire people to care about their mental health and foster positive change.
Ivana: Additionally, the campaign’s visual identity, developed by Agency 404, showcases relatable holiday moments: tangled lights, imperfect meals, and more—all with the message that it’s okay to have such moments during the holidays. We want people to embrace these moments, enjoy time with loved ones, and create lasting memories.
MM: Every campaign has a goal by which its success is measured. How will you evaluate the success of this project?
Tihana: Our goal was simple—to refocus on what truly matters: togetherness, laughter, and memories that outlast holiday decorations. We wanted to remind people that the holidays aren’t a competition for perfection but an opportunity to create memorable moments.
Seeing the overwhelming support from the public and knowing we’ve helped some navigate holiday stress more easily makes us proud to say we’ve achieved our goal. This motivates us to continue creating content and initiatives that help people find joy in everyday, simple moments.
MM: Finally, can you introduce the team behind this campaign?
Tihana: The team behind “Boot Full of Optimism” includes Jelena Slade-Šilović, Marketing Category Development Manager, Ivana Bilić, Senior Digital Marketing Specialist, and Predrag Rajević, Digital Marketing Operations Specialist at Atlantic Cedevita.
