Drugi jezik na kojem je dostupan ovaj članak: Bosnian
It was a real challenge to come up with a campaign for a new Croatian webshop that is always at hand for all kinds of purchases in Croatia and beyond, and in which diverse range of products from around the world and purchase from the comfort of your own home go hand in hand. At the same time it was necessary to raise awareness and activate the users, so, hand on heart, McCann Zagreb and Fahrenheit had their hands full. The main protagonists of the campaign are busy agile fingers that guide us through the categories of Abrakadabra’s web shop, or online mall, showing the breadth of assortment and convenience of shopping that is just a few clicks away! The message is clear; send your fingers shopping because now you can buy exactly what you want, without even lifting a finger. Within the campaign, TV and web advertising as the primary channel of communication, and the hand of support is lent by OOH and radio.
Hrvoje Škurla, Chief Creative Officer of agency McCann Zagreb and Fahrenheit, said: “We must admit that in designing the creative concept we were lucky; it rarely coincides that the idea is simple, innovative and fun in equal measure. The fact that the client had untied our hands when it comes to production also helped. A specific combination of the recorded video and 3D animation in one hand demanded a lot of preparation, but on the other hand, with the right collaborators, everything went as we wanted it. We even created and sewed outfits glove tailored to each hand.”
Marina Knežević, Director of Marketing at abrakadabra.com, A007 said: “What won us was their creative proposal, which faithfully presented to the audience that we are a new, modern and user friendly web shop, where everything is within reach of your hand. We are extremely pleased with the collaboration, their professional approach to us as a client, as a partner, and yet totally playful and relaxed in the design of creative concepts.”
When the busy hands unite, all can be achieved. The creative concept was in the good hands of the main creative directors Hrvoje Škurla and Daniel Vuković; art direction was handled by Krešimir Grancarić and his right-hand designer Sandra Mrkšić, creative director Goran Božić also touched upon the development of materials, and the project was led by the steady hands of Saša Ivan and Iva Šimunović. Solutions for web advertising were in the capable hands of Ena Lukić from the digital department of McCann.
TV spots were directed with the golden touch of Zdenko Bašić, and were produced by the production company Švenk.
You can see the final result below:
P.S. Sorry for our handy use of puns.