Kraš: I have a Kraš on you
Teenagers in Croatia feel that local brands such as Kraš are old-fashioned, and they prefer imported chocolate brands, which they feel are more contemporary. The main creative idea of the campaign was to exploit the similar pronunciation of "Kraš" and the English word "crush" in the campaign headline: "I have a Kraš on you".
The goal was to make an emotional connection between the person you have a crush on and the chocolate itself, presented as a gift from one user to another. To achieve this, we developed the ihaveakrasonyou.com microsite, where users could exchange ‘love’ messages with their Facebook friends. We also developed and built a real chocolate-making machine, which produced real Kraš chocolates with the users' personalized messages printed on the packaging. Users were able to claim their sweet gifts from the machine in real time, inside a shopping mall.
Advertising Agency: Drap, Zagreb, Croatia
Creative Director: Davor Runje
Art Director: Ana Petak
Copywriters: Ivan Durgutovski, Aleksa Tatalović
Illustrator: Ivan Durgutovski
Video production: Leptir.tv
Published: February 2014