Is there a greater challenge than creating a campaign on the occasion of the fiftieth anniversary of one of Serbia’s greatest and most beloved brands of all the time? The task was not simple – to create a campaign that would appeal to everyone, because everyone loves Plazma.
“We have eaten and enjoyed Plazma since we were born. There is probably not a single person in Serbia who hasn’t celebrated their own and others’ birthdays with a cake made of Plazma biscuits. Ask yourself how many wishes have been made while blowing out the candles burning on a Plazma cake? How many beautiful moments in people’s lives are mixed with the taste of Plazma? Then you will understand how difficult our task was – but also how wonderful. So, our favorite sweet biscuit, Plazma, is celebrating its fiftieth birthday, and we’re all invited. We’re all celebrating this year, gathered around the same cake, along with countless dreams and desires in our hearts, and with a song on our lips. Because everything we need has been with us for 50 years,” said Miloš Paunović, copywriter at McCann Belgrade.
“This is a great and important year for all of us who care about Plazma. A 50 year jubilee is something that few brands on our market can boast, and we are confident that this campaign will reinforce all the values that Plazma stands for and for which we love it so much,” said Marija Rakić, Plazma brand manager at Bambi.
This bellowed Serbian brand is celebrating a great jubilee with a campaign which has been invested with a lot of love, including the timeless voice of Bisera Veletanlić. Immediately after the TV spot was first broadcast, the song “All I need”, composed specifically for the 50th birthday of Plazma, attracted viewers’ attention. Many fans liked the track so much that they launched an initiative for the entire song to be recorded, because they said that it conveys to them the beautiful feeling that accompanies those wonderful moments in life spent in the company of loved ones.
Agency team:
Creative Director: Jana Savić – Rastovac
Creatives: Miloš Paunović, Lidija Milovanović, Bojana Gajić
Account Managers: Aleksandra Bradić, Jovana Stojanović
Strategic Planner: Marija Stošić
