Superbrands Croatia, client: Superbrands, 2013.
Business relationship that created campaign for Superbrands Croatia 2011
There is not a person in the world that couldn’t reproduce a single ad tune from their childhood. The best claims and headlines stick to our memories, and exist as a part of collective memory of a certain generation.
Memorability of certain brands and their messages is also characteristic to contemporary advertisers. We absorb them unknowingly // unconsciously and reproduce them in a given situation. Naturally, we memorize them since we like them - they are entertaining, funny and they are a part of our positive opinion of the brand.
Leaving blanks, or rather, underscores instead of some words out of well-known slogans, we lead the reader or the listener to fill in the blanks, either in their mind or out loud. This way we use print ad, billboard and radio as interactive media channels, while the audience experiences the truth of our claim: if the slogan is in our eye, thought and ear, it is in our heart too. And those kinds of brands are the ones that become Superbrands.