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  • Vijesti

    Wüsthof Sharp Systemic Brand Identity with Gigodesign wins Red Dot Award

    How to win a Grand Prix in Cannes?

    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

    Lokomotiva and SentecaCommerce signed a partnership for 12 European markets

    Virtual Drumming with Fernando Machado, Karolina Galácz, and Thomas Kolster

  • Tema sedmice
    daljinski-naslovnica

    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

    Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

  • Kolumna

    Sponsors? What that?

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    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

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    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

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    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

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    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

  • Tri pitanja

    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

    francis-ingram-naslovnica

    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

    3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

    Three questions for Petra Krulc, Senior Vice President of Celtra

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Home News

Carnex: “For 60 years we have the answer”

For their 60th anniversary, Carnex and their agency McCann Belgrade recalled the question that bothers mothers worldwide, at all ages and stages of life: Are you hungry child?

24/05/2018
in News
2 min read
Carnex: “For 60 years we have the answer”

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

Tags: CarnexMcCann Belgrade
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