Drugi jezik na kojem je dostupan ovaj članak: Bosnian
By: Adnan Arnautlija
At the end of last week we once again joined the team on a set of the new, fourth edition of Konzum’s “Good Day, Every Day” campaign. Recently, it seems that we are at shootings so often that we might even end up in front of the cameras at one point.
However, on this set, there’s no place for the ‘actors’ of our calibre, because Konzum and their agency Communis gathered an enviable cast for this campaign, the likes of which even a high-budget movie would brag about. The director is one of Bosnia and Herzegovina’s prominent directors Elmir Jukić, and our excellent movie and theatre actor Jasna Diklić still plays the most famous neighbour of Bosnia and Herzegovina.
But a neighbourhood is never just one person, so in the new edition of the campaign we will have the opportunity to meet a new neighbour – played by one of the best actors of BH cinematography, Admir Glamočak. The script, as in the previous editions of the campaign, is signed by Hamdija Pašić from the agency Communis, and according to the scenario this time the action moved from a store to an actual neighbourhood, and the shooting was done in one of the apartment blocks in Sarajevo.
Campaign “Good Day, Every Day” thus adds another remarkable name to its roster, and we believe that the tad naggy neighbour, Glamočak, will become a permanent character in future releases of the campaign which undoubtedly stands out from other works we are used to seeing in retail sector. It goes without saying, you can’t imagine a neighbourhood without at least one quirky person, who always turns out to be quite nice once you scratch a bit deeper beneath the surface. You know the guy/girl, you have at least one in your own neighbourhood, right.
The introduction of such a character into the campaign, along with the already upbeat and optimistic character embodied by Diklić, guarantees the dynamics that attracts the audience, and it is difficult to imagine someone who would better embody the “neighbourhood guy” than Admir Glamočak. And because of the dynamic that we saw at the set, we hope we will have the opportunity to watch this duo in some future iterations of the “Good Day, Every Day” campaign.
Episodic character and constant development of the story as a foundation for the sales element seems to be the idea behind Communis’ efforts to create content for the new platform that positions Konzum as your “neighbourhood store” rather than a large retail chain.
A sign of the success of this approach is also the fact that Glamočak joined the team. For one of the most prolific actors of the country, this is the first collaboration with a brand, which speaks volumes. And why did he decide to join the project? He says he recognized the quality and the charm of the project, adding: “It’s a great pleasure to work with such a quality and accomplished team, especially colleagues Jasna Diklić and Elmir Jukić. The campaign is well-known to me, the videos that were previously made are very high quality so I immediately accepted the cooperation because I know what kind of project this is. I’m having great fun at the set, and I hope Konzum will continue to be successful with this campaign.”
We also talked briefly with Jasna, another icon of Bosnian cinematography. As we mentioned in our previous text, this is the first brand collaboration for her as well, and she once again reiterated she was delighted with the organization of the entire campaign, and now with the cooperation with Admir Glamočak.
“I’ve been collaborating with Konzum for more than a year now, and I’m very pleased with the complete organization, team, scenarios and now the cooperation with my colleague Admir Glamočak, which I hope will continue. I am glad that the videos are directed by Elmir Jukić, and that we continue to collaborate here. I believe this campaign will help customers to make the right choice,” said Jasna.
But don’t think we only run after the stars. We wanted to know more about the campaign and co-operation of Konzum with the Communis agency. On the set, we also found Selma Ovčina, Konzum’s PR Manager, who told us a bit more about the project as a whole.
Selma recalled that this campaign is a story that is one year in the making, and that it was launched simultaneously with the new mission and vision of the company, which positions Konzum as the “best choice for daily shopping in small neighbourhood stores.”
Selma also added: “Based on the excellent comments and ratings we have consistently received from our customers, we have decided to expand the communication platform and to continue the campaign and introduce a new character to the neighbourhood, who will be played by one of the most famous actors in Bosnia and Herzegovina, Admir Glamočak.”
According to here, all the spots are created by the Communis agency and the great production team, and she also revealed to us the message of the new TV spot: “Konzum actions are the best reactions to high prices.”
