People judge.
People judge when they feel that other people’ way of life differs from their own vision of how things should be. Sometimes people judge others for their personal choices, life decisions and actions. And sometimes people judge others for the things that have no control over. Like who they fall in love with.
Cockta – on the other hand – does not judge. Ever.
Quite the opposite – Cockta supports. It showcases that support. And it encourages you to support and show support too. And if you don’t – it at least invites you to think about it and reconsider your point of view.
In the Valentine’s Day campaign, Cockta invited you to think about the fact that people are often judged and called out for how and who they love.
Through showcasing people in different relationships, their stories and expressions of love from their lives, we urged you to consider: Why should some love’s define us more than others? And we asked you: Do you accept all of their loves?
https://www.instagram.com/stories/highlights/17894927491873864/
Campaign is garnering enormous reactions throughout the Adriatic region on social media, prompted us to reinstate our inactive Twitter account and even caused our Facebook ad account to be temporarily blocked (online users with views opposing the LGBTQ+ support the campaign showcased massively reported the campaign and caused the block, before Facebook quickly realized their mistake and reinstated it).
We invited all users who reacted negatively to the message to get to know the couples that they reacted to so strongly and read their love stories, try and see their point of view and think about it.
Cockta’s channels saw an outpour of both negative and positive reactions, with love thoroughly overcoming hate with campaign being shared to an enormous extent.
Cockta opens up the conversation about acceptance of love in different forms and firmly stands behind the freedom to love and not be judged for it.
Agency: DROM agency
Client: Atlantic Grupa, Cockta
Project manager: Zala Maček
Creative director: Milena Jakovljević
Strategists: Zala Maček, Milena Jakovljević
Copywriters: Maša Stanič, Milena Jakovljevic, Zala Maček, Marija Pajić, Martina Levar
Social media manager: Miloš Primović, Milena Jakovljević
Videoproduction: Bine Zarabec
Photographer: Sever Zolak
Media agency: Promedia group
Website production: Spletna postaja
