Plazma is a recognizable brand, both in our country and in the region, because whole generations have grown and matured with Plazma. However, this year, Plazma changed its face for the first time. Both outside and inside. By creating 3 “special edition” packages inspired by emotions, holidays, and rituals and with more than 40 gentle words on Plazma cookies, we reminded people that even in volatile times, some things remain unchanged – love, desires, and our little rituals.
Aleksandra Savić, Senior Brand Manager at Bambi, says that this fall Plazma decided to go a step further: “We wanted to offer consumers the Plazma experience as an emotion. With a clear brief to the creative team at McCann Beograd, we concluded that the special edition of our Plazma 150g with the main messages Love – Morning – Wishes, is a great continuation of the story of Plazma rituals. We have 45 different words, 15 in three different packages. But these are not just ordinary words. These are also emotions, desires, feelings, what you wish for someone, and everything fits into one word. ”
Find out how the campaign came about and how the creative process went, through a short conversation with the team behind the project.
“Just one right word is enough to provide happiness, comfort, to make people laugh … Throughout the campaign, we wanted to give a dose of inspiration and optimism to the people around us, reminding them that even though we see each other and socialize less, we still have small words in which great feelings and thoughts can fit. Plazma gave its name to those words, and it is up to us to give them to someone else… “explained Jovana Bradaš, Associate Creative Director at McCann Beograd.
“For the first time in the history of Plazma packaging, we were given the opportunity to design a limited series, which is really a privilege. The task was unequivocally clear, the client gave specific guidelines, which meant a lot to us. We understood each other at the beginning and we are glad that this mutual understanding gave wonderful results. I think that understanding between the client and the agency is crucial for finding inevitably good solutions “, says Jelena Grahovac, Head of Art at McCann Beograd, creator of the” Love “packaging design.
Sandra Milojević, Senior Designer, McCann Beograd, who designed the “Morning” package, adds: “The new Plazma packages in a limited series are a turn into a different world, emotional, happy and free. The very process of creation, where the given style and theme allowed for a variety of ideas that led to unrealistically fairy-tale or surreal illustrations, was also really fun. As a result of this creative process, we made a real refreshment in the form of packaging and videos that remind us from the screens and shelves that, in this gloomy times, the world can be different, freer, and more beautiful. ”
Maja Stevanović, Junior Designer at McCann Beograd, created the “Wish” packaging design. “On all packages, we followed the same art direction, a cheerful palette of colors and a modern form of characters. Graphic elements were used to form a harmonious composition with the given themes Love, Morning, and Wishes. We were not afraid that it would move the brand name to the background, since Plazma is a very recognizable brand for all of us, “adds Maja.
“We have found a way to present Plazma in these, slightly different days, on the already successful and recognizable platform of Plazma Rituals. Each package got its own words, and Wishes, Love, and Morning got its own illustrated stories. In addition to emotional and inspirational messages and packaging design, that which makes this campaign interesting are the beautiful videos. This time we decided to go with animation. Let’s tell stories from the so that the packaging elements create a new Plazma world in which the characters from the packaging actualy live. Although the characters are reduced in form, they share emotions through movement and interaction and tell us a story. We hope that you will enjoy them as much as we enjoyed designing them, “said Branko Rosić, Senior Art Director, McCann Beograd.
We invite you to look for new special packages, discover all the words hidden in Plazma packages, and use at least one of the bisquits to say what you feel or want. Just like the campaign slogan says – Everything fits into one word.
Creative team:
Marija Stošić, Senior Strategic Planner
Jovana Bradaš, Associate Creative Director
Branko Rosić, Senior Art Director
Jelena Grahovac, Head of Art
Sandra Milojević, Senior Designer
Maja Stevanović, Junior Designer
Nikola Nikolić, Head of Creative Services
Marko Marković, Production Artist
Sara Jović, Account Director
Jovana Stojanović, Account Manager
Jovana Kovačević, Account Assistant
