For Jana’s new edition called Ljubav (Love) agency Imago designed a campaign in which love is not talked about, love is lived, felt and shared. It all began by placing a camera on the roof of the house in Brodski Varoš, where two most famous storks in the world have been nurturing their love for 14 years now, Malena with a broken wing and Klepetan who comes back to her every spring from his voyage to the south. Thanks to Imago’s idea, the whole world had the opportunity to follow Klepetan’s return via the 24-hour live broadcast. In addition to being able to follow this beautiful love story, users could also join by sending messages of love, and thus make the waiting for Klepetan even nicer.
The peak of the campaign took place on 30 March about 15h00 when Klepetan, after being 6 days late and after over 14,000 kilometers traveled, finally brought a sigh of relief to hundreds of thousands of people and for the fourteenth time landed in the nest with his Malena. Love has again shown that it knows no boundaries, and Imago and Jana have showed that there is no boundaries to creativity.
“What looks like a simple live stream of a nest is actually a huge and totally unpredictable campaign backed by several months of preparation and more than 30 people who were constantly involved in the project. Among the many permits, technical requirements of a 24/7 live streaming from a small village, unforeseen situations such as bad weather, etc … to the around-the-clock efforts that everything works 100%, so the adventures from a small roof in anticipation of Klepetan’s return could be followed by thousands of people in different places at the same time. Just imagine how much courage you have to have when launching a new edition of a product of a great brand such as water Jana, with which you talk about love, and have it all depend on the return of one stork, which has to travel 14,000 kilometers to get back to their nest where everyone are waiting for it. Only someone who really believes in love could engage in this kind of adventure … and they also must do their work out of love. In less than a month this project has generated tens of thousands of positive messages and started a whole avalanche of positive emotions,” said Darko Bosnar, Art&Innovation Director at Imago.
Credits:
Agency: Imago
Author of the idea: art&innovation director Darko Bosnar
Chief creative director, copywriter: Igor Mladinović
Designer: Srećka Gmaz
Account manager: Sarah Prevedan
Digital: 1i0, Drap
