Futura DDB stated that the campaign, with the goal of deepening ties with new generations of furniture buyers and addressing their need for personal home expression, emphasizes the company’s key advantage – that they have everything for the home, supporting the individuality of modern Slovenians. “With a personal approach and a variety of high-quality and affordable furniture options, Lesnina enables its customers to furnish their homes in their own unique way. And since life milestones – such as birth and the first home – are the times when young people most often furnish or renovate their homes and choose new furniture, Lesnina has put these moments at the forefront of the campaign’s key elements. In doing so, we wanted to highlight that although most people go through these life chapters, everyone experiences and wants to experience them in their own unique way,” they explain the idea behind the campaign.
The uniqueness of Slovenian homes
The campaign’s slogan and stories, according to its creators, perfectly capture the message that everyone can find furniture that suits their lifestyle and home philosophy. “I believe that no home furnished with Lesnina furniture looks the same. This year, Lesnina celebrates 75 years of the uniqueness of Slovenian homes, and that’s what truly drives us forward,” says Roman Frank, marketing director at Lesnina.
A non-classical tone of communication
In three video ads, which are the main elements of the campaign, we follow the individual love story of a young couple – from their spicy beginnings to the milestone when a third family member joins them. The ads are bold, humorous, but carry a strong emotional note, which has become a staple of Lesnina’s communication in recent years.
Petra Krulc, the project’s creative director and regional executive creative director at Futura DDB, says about the project: “Having the opportunity to work with a client and a brand that thinks strategically but also dares to communicate unconventionally is very refreshing. Congratulations and hats off! A key role was also played by director Miha Mlaker, who masterfully directed the original idea – both in the scripts and the slow-motion production style.”
Campaign elements: TV advertising, outdoor advertising, digital advertising, and social media
Client representatives: Roman Frank and Katarina Bučar
Project directors at the agency: Tjaša Penko and Alenka Pulec Jurjevčič
Creative strategists: Goran Lang and Petra Krulc
Creative director: Petra Krulc
Copywriters: Tina Križaj and Petra Krulc
Art director: Matt Penko
Social media strategy: Branka Bizjak Zabukovec, Ana Ribar, and Jasna Kogej Kraševec
Media strategy and planning: Maja Maroša and Barbara Pagon
Designers: Jure Pogačnik and Daša Žerovnik
Director: Miha Mlaker
DOP: Miloš Srdić
Production house: Instant
