A1 Niklo kao ja
Building Eco Oases
360 Creative Campaign
Year
2023
Director
David Jovanović
Nađa Subakov
DOP
Ivan Tipikin
Mladen Teofilović
Editors
Mila Delić
Uroš Timotijević
Matija Novaković
Logistics
Filip Mijušković
Agency
Propulsion
As early as September 2022, A1 gathered a team of creatives and presented the big idea behind the campaign – the creation of 10 Rain gardens in 10 cities in Serbia. These gardens were to soak up extra rain during heavy storms, which helps prevent urban flooding and landslides. Besides being pretty.
After a several-months-long briefing, we kicked off a six-month project.
We came up with a campaign KV and booked May 2023 for shooting the teaser. Teamed up with the chosen faces of our campaign - Andrej Maričić and Miona Marković, we created an explainer video showing the mechanism behind this big idea. We illustrated the look of our future rain gardens, using animated collage technique. This helped everyone understand this never-before-seen eco solution, but also create content before reaching our 10 destinations. Knowing that a killer outfit makes everything easier, the brand Mates came up with signature uniforms inspired by gardening gear. And off we went.
In September 2022, the crew started a two-week trip with a total of 11 shooting days. Our team was small, but ready to multitask - our camera crew also flew drones, the producer was directing, and our PA handled the equipment.
On spot, the help of local volunteers, NGOs and experts was key to success – one would say crafting content while constructing the gardens and traveling across the country is a one of a kind challenge.
And it totally paid off.
After planting a total of 355m, in October 2022, we wrapped things up and launched our campaign through various media channels.
The public quickly caught on to the value of our eco-friendly message and jumped on board by sharing, linking and voting for the best garden on Svet Kakav Želiš platform which A1 created for this purpose. Bečej won. Once we all got our hands dirty in the soil, we could finally say: teamwork is plentiful, just like our rain gardens.
