SL

Brief

Sustainability is at the heart of Radenska. The bottled water brand, which sports three hearts as its logo, has supported and created many sustainable projects over the years, and its products grow ever more environmentally friendly. Our mission was to design a campaign that would reflect Radenska’s heartfelt desire to focus on sustainability.

Solution

With the campaign slogan, “Your heart sees what your eyes do not,” we developed a story that cuts to the heart of human motivation. We believe that small steps that move us closer to a better tomorrow are worth taking, even if the results will only be felt by future generations. A journey of a thousand miles begins with a single step.

Services

  • Creative design of an integrated campaign
  • TV ads
  • External advertising
  • Digital advertising
  • Digital activation
  • Website design

Project description

Moving TV and online ads provided the core of the integrated campaign. In them, we presented five of Radenska’s sustainability projects:

- packaging made of 100% recycled plastic,

- annual tree planting,

- sponsorship of the Three Hearts Marathon,

- annual gift-giving to families with newborn triplets,

- and the use of electricity derived exclusively from renewable energy sources.

We used outdoor advertising to educate the public about a new product, Radenskina, the bottle of which is made from recycled plastic.

In terms of digital activation, we expanded the campaign into the audio sphere, listening with our hearts to the rustling of leaves and birdsong of the Slovenian forests. We invited people to join us and send in a recording from a forest near their homes. In this way, we gathered 220 sound recordings, making of them a composition that was like a virtual stroll through Slovenia’s woodland, from the plains of Prekmurje to the hills of Dolenjska, from the coastal forests in Primorska to the alpine region of Gorenjska.

The campaign took place in Slovenia and Croatia.

  • TEAM
  • Creative Director: Miha Bevc
  • Designer: Ewa Bogataj
  • Client Director: Arin Čebokli
  • Umetniški direktor: Gregor Čeferin
  • Designer: Matic Kosem
  • Junior project manager: Anja Mitrovič
  • Copywriter: Eva Stopar
  • Video Production: Urška Vavpetič


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218

audio recordings of Slovenian forests

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Clients

ABA Liga Adria Tehnika Atlantic Droga Kolinska Biogen Pharma Carglass DS Smith G3 Spirits Gorenjska Banka Gospodarska zbornica Slovenije Hisense