The task was to emphasize the fact that Karlovačko beer doesn’t include imported barley, but 100% Croatian barley. “We came to the idea starting from the fact that barley is a crop in agriculture, and culture as such is not quite a common topic for beer campaigns. So we decided to make a campaign about the only culture in which Croatians enjoy every day,” said Ivo Payer, Creative Director of Bruketa&Žinić&Grey.
The word “culture” itself opened a wide field where the team played across channels with the existing phrases and syntaxes that contained that word, and in video ads they opted for typical beer consumers who were given somewhat different roles, ie. they were shown as very good and passionate cultural buffs.
The title of the campaign, Culture is worth investing in, has a twofold meaning: it talks about Karlovačko beer, which is continually investing in the purchase of Croatian barley, while on the other hand it shows men who have obviously invested in their culture and become respected members of society.
Project team:
HEINEKEN Hrvatska: Filip Rabuzin, Head of Marketing, Andrea Mišura Žuvela, Group Brand Manager, Nina Gračanin, Brand Manager, Tamara Podnar, Junior Brand Manager
Bruketa&Žinić&Grey: Siniša Waldinger, Ivo Payer, Creative Directors, Valentina Bugarin, Account Director, Ivan Tanić, Strategic Planning Director, Tea Silvia Vlahović (Strategy planner), Vanja Činić and Nikola Slamić, Copywriters, Tanja Pružek Šimpović, Art Director, Ana Krstić, Account Executive, Tomislav Šestak, Designer
