• Works
    • Blog
    • People
    • Awards
    • Contact
    Bratislava - EN
    • Bratislava - SK
    • Wien - DE
    • Praha - CZ

We’re doing great!

The first campaign after a complete redesign can be as complicated as giving birth. This was not true in the case of our campaign for the Czech COOP. However, the topic was not far away. Look how we promoted the first series of child products Babyland in the new design, under the campaign “Mommy, you’re doing great!”

The topic itself, baby products, was remarkably fertile when it came to ideas and ever since its first moments, working on this campaign had been a joy. In part, this is due to the fact that we were very familiar with the products because of the very fresh redesign. It was our child, so to speak, and we wanted to wrap it in a pretty, pleasant form that the target audience would hold dear.

The first baby step was to find the right insight. We built upon the idea that new mothers, especially first-time mothers are sometimes unsure in their new role and have to take care of their little ones without any feedback (unlike us). The only exception is crying, however, that can mean literally anything. We wanted to lift their spirits and confirm to them that by choosing the right products, they are doing great at their “job”.

Thus, a new series of visuals, POS materials and online carriers that show a mother with a small, smiling child during everyday situations known very well to every parent. By adding a speech bubble with the main claim of the campaign, we gave the children at least a symbolic voice and, in this way, wanted to praise and support all mommies who do their best all day and all night to make sure that the sweet smiles of their kids do not disappear (at least not until puberty hits).

We have finished our first campaign and we are already looking forward to the next one. We also hope that it turns out great, too!


Campaign info:

Client: The COOP group

Creative Director: Ján Fajnor

Art Director: Zuzana Ondrušová

Copywriter: Karol Thiry, Marek Surovec

Strategy: Ivana Váleková, Juraj Čief

Account Director: Marek Rajcsányi

Account Manager: Pavla Pelikánová

Producer: Marek Wilhalm

Photographer: Patrik Gubiš

Production company: JANDL reklama a marketing, s.r.o.


The COOP (Union of Czech and Moravian Consumer Cooperatives) unites 47 consumer cooperatives which operate nearly 2600 shops with a total retail area of around 350 000 m2, employing almost 13500 people. In 2017, the Czech and Moravian consumer cooperatives have declared a turnover of 28,3 billion Czech crowns. www.skupina.coop



  Back to list
  Share

More works

We know the recipe for a good sleep

Wüstenrot

We bloom with shopping joy

Polus City Center

We shot a video for another campaign rev...

COOP JEDNOTA

Easter campaign in magnificent style

COOP JEDNOTA

Taste of experiences

Birell

We will strip you for a good thing

Polus City Center

    • Works
    • Blog
    • People
    • Awards
    • Contact
    • Bratislava - EN
      • Bratislava - SK
      • Wien - DE
      • Praha - CZ