JOKER OUT x SPAR
BACKGROUND
For SPAR Slovenija and in collaboration with band Joker Out, Agencija 101 has designed a new youthful campaign “Izberi po svoje” (Choose your way), which celebrates individuality, authenticity and resisting the belief that life is black and white. It was born out of a simple but powerful insight: Every band member prefers their own pace, taste and approach to life. And with its offer, Spar understands this.
IDEA
We knew the campaign needed to be authentic and full of character – just like the guys in the band. Instead of generic situations, we put the band members' real dietary choices at the forefront and linked them to their personalities. With the “Izberi po svoje” (Choose your way / Choose what you like) campaign, SPAR does not tell young people what is right, but encourages them to trust their feelings in choosing what suits them best. And of course, everything they need to do so awaits them at SPAR.
EXECUTION
The key element of the communication is a personalised SPAR fridge, branded with unique stickers. It accompanies the band backstage and is filled with products they have chosen themselves. Around the fridge, the band members create content and share their favourite SPAR food choices with consumers.
The campaign also spans across digital channels. It was launched with a series of video ads where Bojan explains that for him everything is about balance, for Kris it’s all about energy, Jure appreciates sophisticated flavours (of the snack section), and Nace likes to indulge in little pleasures, despite the gluten-free diet. For Jan, who eats raw ginger in the ad, the real power comes from spontaneity.
The collaboration between SPAR and Joker Out has received an important upgrade – the new Joker Out x SPAR vitamin water, which will be followed by some exclusive products curated by Joker Out for SPAR customers.
RESULTS
video views