Every uncle who's ever told his nephew to skip the gym and instead help him clean up the shed can breathe a sigh of relief. We’ve got the snack (and the campaign) for you.
DAILY DOSE OF PROTEIN
For decades now, snacking on Smoki has been an indispensable part of every get-together, celebration, birthday, trip, football watch party, or simple moment of relaxation. While the original Smoki remains a timeless classic, the time has come to offer something that meets the needs of the modern consumer, one who increasingly seeks products that are in tune with a more active lifestyle.
This led to the creation of Smoki Protein – bigger puffs, packed with more protein, more peanuts, and the signature Smoki flavor. Our task was to launch the new product within the #PerfectToMe platform, while showing that Smoki Protein isn’t just for athletes, but for everyone living a fast-paced modern everyday life.
MOM, I'M AN ATHLETE TOO
Instead of presenting Smoki Protein through the clichés of perfect sports and fitness (chiseled bodies, jogging in expensive outfits, and slow-motion feats under spotlights), we decided to redefine what counts as exercise in the #PerfectToMe world.
In real life, we’re more likely to lift a couch than a barbell, chase kids around the yard instead of running on a treadmill, and toss crumpled paper balls into the office trash can rather than shoot hoops in a gym. One thing’s for sure – with Smoki Protein, all this counts as a workout, and this new snack is equally enjoyed by those with six-pack abs and those with a six-pack in the fridge.
Running around with the kids counts as exercise too
Climbing stairs counts as exercise too
Pushing a full shopping cart counts as exercise too
Carrying heavy bags counts as exercise too
Sprinting for the tram counts as exercise too
Cycling to work counts as exercise too
Running for the bus counts as exercise too
Jumping up for every three-pointer we make counts as exercise too
Cheering loudly counts as exercise too
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)
