A1 Srećičica
LinkedIn videos
Video production, Employer Branding
Creative concept
Mother
Camera sector
Ivan Tipikin
Marko Kažić
Director
David Jovanović
BTS & Assistance
Ana Bilogrević
Host
Jelisaveta Miletić
Agency
Žiška
When A1 initiated this campaign in the summer of 2023, they created a strategy and creative direction that touched on every aspect of the line. It started of with a TVC and OOH campaign with Goran Bogdan and the Serbian version of the popular song "Felicita" with the idea to evoke the feeling of happiness.
Part of the plan was to create a series of internal / employer branding videos for A1 LinkedIn page. That's where we hopped in. It was challenging to merge the bubbly nature of this campaign with an official business tone of voice one would expect on LinkedIn.
Luckily, the concept of the main campaign proved scalable. Once we marked the touchpoints, our team came up with a shooting style native to “The Office”. Shaky camera, documentary / reality TV look.
Working with actual employees meant that we needed to be careful in casting the right ones. The characters are aware that they are being filmed and we often see the crew. This caused the employees to act exaggeratedly, leading to some humorous or awkward moments.
Finding balance meant creating a funny, yet relatable office narrative and that's why we introduced a host - Jelisaveta Miletić from Njuz Net portal, who contributed with her unique sense of humor. Throughout the day, Jelisaveta wandered the office corridors of Navigator building, on the quest of finding Srećičica.
