There's an old saying in Croatian that roughly translates to “If it were any better, it wouldn’t be good”. Although its author probably didn’t mean to get philosophical about how perfection can sometimes be off-putting, I’d still like to thank them because the phrase fits (perfectly) as the introduction to this case.
A BIG BITE
Smoki, a brand that has become fully synonymous with the category of snacks in the region, was ready to start a new chapter in its communication strategy. When it comes to brands this famous and beloved that have been around for decades, the question is always the same: how to turn a new leaf and still stay true to yourself, while evolving the way you communicate? How to keep in step with the times without losing your authenticity?
A MOUTHFUL OF PRAISE
The campaign insight came from a simple look inside a bag of Smoki – no two are the same, they’re all different and none is perfect. In a world where we’re surrounded by depictions of a perfect life (everyone going on perfect vacations, being in perfect marriages and relationships, hanging out in perfect apartments and eating out in perfect restaurants), people are craving something real and genuine.
That’s how the #PerfectToMe platform came to be.
The un-Instagrammable trips, the movie nights that we sleep through, the chaotic kids’ birthdays and the parties in shoebox apartments – when I’m with the people I love, sharing Smoki, that’s #PerfectToMe.
Watching the game with the whole family? #PERFECTTOME
Movie nights where someone falls asleep? #PERFECTTOME
Birthday party where we end up messier than kids? #PERFECTTOME
Credits
Señor
Iva Kaligarić ~ Strategic Director I Jurica Ćorluka ~ Head of creative, copywriter I Tomislav Fabijanić ~ Head of design I Monika Vodopija ~ Designer I Renata Poljanac ~ Head of Account I Saša Perić ~ Senior Art Director I Nikša Modrić ~ Copywriter I Ena Bebek ~ Account manager
Smoki
Mirko Šaponjić ~ Brand Development Manager I Jelena Savić ~ Senior manager for brand development and innovation I Nataša Šarčević ~ Marketing & Innovation Director I Luka Đukanović ~ Marketing manager of salty snack brands I Tina Đukanović ~ Marketing manager for development of digital strategy and communications I Andrijana Vukičević ~ Digital Marketing specialist I Bojana Maksić ~ Digital Marketing Specialist I Jelena Poduška ~ Marketing Manager, Savory group of brands
Associates
Dinko Draganović ~ Director I Luka Trajković ~ DOP I Đorđe Vranješ ~ Producent (Stiglitz production) I Piroshki & Joana ~ Photography I Filip Mijailović ~ Digital video and content creator I Filip Antić ~ Digital video and content creator (Quid video)
