Equlity begins at home / Jednakost dolazi iz kuće

Creative idea

Serbia still adheres to traditional values that must be questioned. Traditionally, “a woman is a pillar of her home” and she is responsible for a huge percentage of housework, if not all of it. Therefore, the problem of gender equality begins at home. Plazma is Serbia’s favorite biscuit, that generations grow up with. Bearing in mind Plazma is present in almost every household in Serbia, this brand is an ideal initiator of a debate about equality which should begin - from home. Idea: It’s not easy to split Plazma biscuit into two equal halves. It's the same with equality.

Brand name: Plazma
Advertiser / client: Bambi, a.d.
Product / service: Plazma
Campaign name: Equlity begins at home / Jednakost dolazi iz kuće
Agency network: INDEPENDENT AGENCY
Agency: Communis, d.o.o, Beograd
Production company: Communis, d.o.o.
Creative director: Nebojša Krivokuća
Art director: Marko Blagojević
Copywriter: Željana Vukanac
Designer: Marko Blagojević
Account director (agency): Goran Jović
Managing director: Bojan Stankov
Strategic planner / strategist: Dušan Simić
Illustrator: Marko Blagojević
Film production: Communis, d.o.o.
Director: Mladen Stojanović
Director of photography: Igor Gregović
Music: Audiojungle
Screenwriter: Željana Vukanac
Agency producer: Mladen Stojanović
Post production: Mladen Stojanović
Digital strategist: Lea Stanković
Digital creative: Lea Stanković
Additional company: Communis, d.o.o: Lea Stanković, Executive Director & Digital Director Petar Kaljević, Digital Account Manager Bambi, a.d: Zorana Antić, Marketing Director Damir Duraki, Marketing Manager Strahinja Inić, Brand Manager Dina Đurđević, Junior Brand Manager