Last Friday one of the Konzum Maxi stores in Sarajevo was bustling with activity – but not just from shoppers. Namely, the store was the set for filming the third installment of the new Konzum campaign in Bosnia and Herzegovina, “Good day, every day”, and thanks to the cordial invitation of Konzum, and the Sarajevo agency Communis, we had the opportunity to join the set crew and see the first shots being made.
The first thing we noticed on arrival were the lighting installations along the shelves of the supermarket, and the somewhat confused shoppers at the entrance. But the Konzum staff was there to reassure them that all is right, and that customer always comes first. Encouraged after those conversations, shoppers came in, knowing that neither they will hinder the shooting, nor the shooting will hinder their shopping.
As we walked through the supermarket and watched the staff busily preparing the set, we hear kids excitedly whispering: “Mom, mom, maybe we’ll be on TV!” Most responsible for the pleasant atmosphere on the set was our famous film and theater actress Jasna Diklić, whose contagious energy spread to all who were present on the set, while director Elmir Jukić meticulously checked if every single detail is ready for recording.
In all this fuss, we managed to steal a minute of their time, and find out more about this project. Elmir says he enjoys working on the “Good day, every day” campaign with Jasna and the rest of the crew, adding: “This is a unique opportunity to have a team with which you have a long-lasting cooperation. This is actually the third installment of the campaign, which means we’ve been working together for almost the whole calendar year.”
As one of the pillars for the success of the range of ads that have been created under this project, Elmir singles out collaboration and mutual trust, which have left a lot of room for creativity. And the key element in this creativity is Jasna. “Jasna is an extraordinary actress with great experience, but at the same time there is also a playfulness to her, that is typical for an actor who is just beginning in this business – someone young, curious …” Jukić explained, adding that Jasna gives the best blend of these two extremes, which makes her recognizable and loved.
Already in the first interaction with Jasna, it was clear what Elmir meant. The energy of today’s most famous “neighbor” of all citizens of Bosnia and Herzegovina is truly addictive, and her friendly greeting simply pulls you in. However, despite her rich experience and enviable career, even for Jasna there’s a “first time” in this project.
This is the first time that she is a face and ambassador of a company. “For the first time, I’m doing one of these campaigns where I’m the ambassador of the company, and in that sense it was very interesting,” Jasna said. As each project has its own specifics, and each one is unique in its own way, we were interested what Jasna will remember about this project: “What will remain in a beautiful memory is this work with different acting tools. My curiosity is enormous, and I want to try out all that an actor can do, all that is in the job description of an actor, and ads are part of it. This new dimension of acting and creativity is something extremely precious to me,” Jasna explained.
After this short talk, we hear the famous “places everyone” and the team sprung to action. We won’t reveal what the first shots of the campaign will look like. We’ll leave that for some of the next articles. You will soon have the opportunity to read more about the project, as well as the interviews with its key people on our portal. Until then, we also want to wish “Good day, every day” to Konzum, Communis, and all our readers.
