Union brewery’s advertising campaign from 2016 which gave a fresh revival to the famous Slovenian hero King Marjaz and Underwater Man received a sequel this year with the reinterpretation of one of the most remarkable Slovenian love stories – the unreturned love between Franc Prešern, the greatest Slovenian poet, and Julija Primič, his muse. Sebastjan Kopar, manager of the Union Group, believes that the continuation of the campaign effectively strengthens the brand message “Hello Life!” as it highlights the roots of the Union and its vision of the future, given that intimate socializing will become more important than ever before.
Copywriter and Creative Director Aljoša Bagola from the Pristop agency adds that the picturesque and emotional description of a famous love story in the ad is just the basis for its key message: “Whatever life brings us, it’s better to celebrate or overcome it with friends.”
The campaign is made up of television and radio advertisements, outdoor and digital ads, and an innovative app Re:Union that will encourage and reward close friendships.
Campaign elements: TV ad, radio ad, OOH, online, social networks, horeca, POS
Client: Pivovarna Laško Union
Client representatives: Sebastjan Kopar, Nina Tomše
Agency: Pristop d.o.o.
Project Director: Anja Jurca
Project managers: Tea Rojec, Nika Brodnik
Creative Director and screenplay: Aljoša Bagola
Director: Blaž Švent
Music: Siddharta, Ledena
Art Directors: Vida Igličar, Matija Kocbek
Copywriters: Aljoša Bagola, Peter Zabret
Designer: Vida Igličar
Adviser for market communications: Davorin Milinović
Production lead: Damjana Grošelj
Assistant production lead: Eva Celec
Social networks strategy: Tjaša Derstvenšek
Concept for the app Re:Union: Matija Kocbek, Peter Zabret, Pristop
Concept upgrade and app production: Renderspace d.o.o.
Production house: Nora
Director of photography: Aleksandar Pavlović
Photographer: Saša Hess
Postproduction: Art Rebel 9
Media agency: Media Publikum
