Sending postcards used to be an essential part of the summer vacations, but today this is a dying tradition. Much of the responsibility for this lies with modern technology that lets you send your own photos at any time to anyone in the world. However, large part of the responsibility is also with the usual, unimaginative postcards, that are difficult to distinguish from each other.
That’s why this year the brand Pipi aims to bring postcards back in fashion, but with a significant difference. While postcards were so far supposed to show an ideal holiday image, Pipi postcards show people on holiday in their true light – without embellishment and idealization and with a sense of humor at one’s own expense.
The goal of these postcards is to celebrate the carefree spirit that should be the guiding principle of every holiday. And not just holidays. If you want to get in touch with someone, simply to brag about how you’re enjoying your summer vacation at the sea side, and that you simply don’t give a ‘pipi’ about everything else, we suggest that you look for these postcards.
“This is one of those projects because of which we love our job. With the initial redesign and new platform we positioned Pipi as a brand whose humorous, honest and a bit temperamental communication shows its carefree spirit and celebrates ‘I don’t give a Pipi’ attitude. At a time when postcards have become almost forgotten because of the ‘artificial’ Instagram greetings from the beach, we are very happy that Pipi – an original Dalmatian brand – brought back this old tradition and made it a hit,” said Darko Bosnar, Creative Director of Imago Ogilvy agency that created this campaign for Pipi.
Vedran Klemens – a famous Croatian illustrator and author of these great illustrations – added: “I remember Pipi from the eighties. I’ve always liked the brand because of its playfulness. That’s why I accepted to do these illustrations without much thought, because you rarely see a client who is willing to have fun in this way. And that makes me very happy. People at Imago came up with the funny ideas and copies, so it’s a lot easier for me to draw with such inspiration. This campaign is the absolute summer feelgood. I wanted that everyone who sees them hears the sea and the crickets, to bring a smile to their face … and that they simply say ‘Man, I don’t give a Pipi.”
CREDITS:
Agency: Imago Ogilvy
Creative and Art Director: Darko Bosnar
Copywriter: Ana Burazer, Barbara Sabo, Goran Bader
Art Director: Srećka Gmaz
Designer: Marko Gereci
Strategy: Iva Bokšić, Dina Dretvić
Project leaders: Ana Šutić-Renić, Ivana Besak, Maria Šimurina
Preparation: Nikola Janjić, Lana Kessler, Darko Kučina
Digital: 1i0 – Tvrtko Kraćun, Hrvoje Hrvatin, Željko Glavor, Nikola Grdanjski, Stipe
Mihaljević, Mario Semeš
Illustrator: Vedran Klemens
Photographer: Sanjin Kaštelan
