Sustainable business is a strategic imperative for Podravka. The company is increasingly investing in its own sustainable production with the aim of becoming largely self-sufficient in the future. ZOO was tasked with creating a campaign that communicates Podravka's vision in an engaging way for consumers.
Similar campaigns usually include field, full table and tractor motifs. Instead of classic and already seen motifs, we proposed a different direction. The idea was to show local agricultural products (cucumbers, peppers and peas) in their full glory. That's how we came up with the concept of "Starring local" which presents these ingredients as top actresses and actors who excel in Podravka jars and cans.
In addition to the Podravka marketing team and ZOO team, the following participated in the realization of the campaign: producer Isa Živanović (Blau), director of photography Damjan Radovanović, set designer and author of miniatures Mislav Mirnonović, Midjourney Model V5.0, set designer Aleksandra Vukičević, editor and colorist Tomislav Stojanović, photographers Nikola Zelmanović and Luka Kedžu and many other valuable collaborators.
It is interesting to point out that for the creation of scenographic moods, perhaps for the first time in the Croatian advertising industry, we used Midjourney AI, which helped us shape the vision of the appearance of the sets on which we filmed our main actors.
