Plazma crumb of patience

Creative idea

The Plazma shortage was more than a business challenge—it was emotional. Plazma isn’t just a biscuit; it’s a memory, feeling, part of national identity. Instead of crisis communication, we embraced brand values, building a sense of unity and optimistically encouraging patience and hope. The empathy space symbolized absence, while crumbs—shaped into the iconic form of Plazma—conveyed the idea that even a little can mean a lot. “All you need is a crumb of patience,” brought comfort and connection. It led communication across digital platforms, billboards, and stores—guiding consumers toward available Plazma products not jeopardized by fire.

Brand name: Bambi Plazma
Advertiser / client: Bambi Plazma
Product / service: Food
Campaign name: Plazma crumb of patience
Agency network: MCCANN WORLDGROUP
Agency: McCann Beograd, Communis Belgrade
Media agency: Universal Media
Digital agency: Communis Belgrade
Additional company: Universal Media Belgrade
Web address: https://www.instagram.com/p/C--Ibuws_ek/?igsh=MXFqbXJnMDJ5Y21raA==
Agency chief executive officer: Maja Antić
Executive creative director: Jana Savić Rastovac, Nebojša Krivokuća
Creative director: Jovana Bradaš. Slobodan Lugonja
Art director: Jelena Grahovac, Miša Kostić,
Copywriter: Vladimir Kondžulović, Željana Vukanac
Designer: Aleksandra Vrućkić
Account director (agency): Jovana Stojanović, Goran Jović, Jelena Urošević
Media director: Dragana Ignjatovic
Managing director: Radojka Bošković, Katarina Pribićević
Strategic planner / strategist: Aleksandar Milojević, Dušan Simić
Digital strategist: Dušan Simić
Digital creative: Aleksandra Vrućkić