Drugi jezik na kojem je dostupan ovaj članak: Bosnian
One of the most recognizable and most successful companies in Serbia, Carnex, celebrates its 60th birthday, and McCann Belgrade was tasked to create communication that would pass to the consumers’ gratitude of the brand, and remind them of the emotions they attach to the moments of enjoying Carnex products.
“For 60 years now Carnex is committed to quality and care of the most important thing – consumers. This jubilee for us marks the foundation, maturity, and tremendous experience that lead us forward to innovation, new spaces and conquests. We are proud of the leadership position we have, but are also aware of the responsibility that this position entails. With the birthday campaign, we didn’t want to just present the development of Carnex through time, but to show its meaning in consumers’ life. We found inspiration in one of the most common questions we remember from the earliest childhood, and perhaps the most explicit expression of motherly care – ‘Did you eat? Are you hungry?’ This is a question that bothers mothers worldwide, at all ages and stages of life, and Carnex has the answer to that question for years now,” said Olivera Papestijević and Tijana Katalinić, in charge of marketing and strategic positioning at Carnex.
“The challenge was to say something new, different and leave a mark in the jubilee year. The most sincere emotions are those that lie within us, so I found inspiration in the question I miss, and the older I get the more I understand it, because it’s the question that I ask my kid today,” explained Miloš Punović, copywriter at McCann Belgrade.
“Carnex is synonymous with quality, and it’s a traditional brand that has been on the market for 60 years and has thus become synonymous with many categories. The challenge we faced when creating a campaign was to avoid traditional communication in the campaign on such a big jubilee, and to ‘jump’ out of the common aesthetics and narratives during such campaigns. I think we have found the right measure of traditional and the contemporary, but through the situations in which we all grown up, and that we succeeded in showing the significance of Carnex in the lives of all consumers, including us who worked on the campaign,” said Aleksandar Milojević, strategic planner at McCann Belgrade.
“The beauty of big brands is that they ‘freeze’ emotions and moments in time. With this campaign, we wanted to remind everyone of the questions that our mothers asked us, regardless of whether they were angry, sad, frightened, concerned, because her love was always unconditional. Carnex has been giving this answer for 60 years, and will continue to answer it at least the next 60,” said Aleksandra Bradić, account manager at McCann Belgrade.
Account team: Aleksandra Bradić, Milica Vojnović, Radojka Bošković
Creative team: Jelena Grahovac, Miloš Paunović, Mirjana Popović, Nikola Nikolić
Digital team: Sara Vermezović, Vladimir Kondžulović, Milica Zeljković
Creative Director: Jana Rastovac Savić
Strategy: Aleksandar Milojević
AV producer: Nebojša Ereš
Director: Misa Terzić
Production house: TunaFish
