WHO THE HELL IS ZDENO

Creative idea

“Kaufland was bought by Zdeno from Poprad.” This is a translation of what we Slovaks hear in the song Survive by Andrew Roachford. It is our most famous case of misheard lyrics and a years-long cultural phenomenon. But who the hell is this Zdeno? On the occasion of the 25th anniversary of the first Kaufland in Slovakia, which was unbelievably in the town of Poprad, we finally solved the mystery. For the first time ever, we introduced “Zdeno from Poprad” to the nation and revealed the origin story behind the song’s famous lyrics.

Brand name: Kaufland Slovakia
Advertiser / client: Kaufland Slovakia
Product / service: Kaufland / retail store
Campaign name: WHO THE HELL IS ZDENO
Agency network: INDEPENDENT AGENCY
Agency: THIS IS LOCCO, Bratislava
Agency chief executive officer: Rastislav Bahurinský
Chief creative officer: Juraj Kováč
Creative director: Martin Polakovič, Juraj Kováč
Art director: Juraj Sapara, Dominik Mičuda
Copywriter: Michal Roháček, Martin Polakovič, Romana Kádeková
Account director (agency): Diana Hromeková, Petra Kalmárová, Michal Ružica, Majka Vavrová
Film production: Hitchhiker Films
Director: Dano Dekan