All the Best

Futura DDB and Spar launched the year-end campaign "All the Best" to thank the courageous firefighters who have been selflessly helping during increasingly common natural disasters.

Volunteer firefighting in Slovenia boasts a 150-year tradition and stands as a highly organized institution. Together with professional firefighters, it constitutes the public fire service. The system is so well-established that it ranks among the best in the world. Volunteer firefighting is deeply ingrained in Slovenian culture, and people place exceptional trust in firefighters, more so than in any other organization or institution—especially in light of recent events.

In July 2020, the country witnessed its largest wildfire in history, devastating 3,700 hectares of land. Subsequently, in August 2023, Slovenia experienced the 100-year floods, marking the most significant natural disaster in independent Slovenia. Nearly 70,000 volunteer firefighters played a crucial role in the response efforts.

So how can we express our gratitude to the firefighters who risk their lives at a moment's notice to help and save others?

Spar, together with Futura DDB, launched an integrated communication campaign that puts firefighters front and centre. Steering away from typical holiday campaigns, they seized the opportunity to involve the hero firefighters, emphasizing their actions and accomplishments while expressing gratitude.

The 'All the Best' communication campaign comprises three phases. The first begins with an attention-grabbing TV spot that announces the arrival of the 'good men' at Spar, a common term used to describe St. Nicholas, Santa Claus, and Father Frost. However, the next phase's spot concludes with an unexpected reveal – this year's 'good men' are volunteer firefighters instead.

For them, Spar has prepared a special batch of walnut crescents, named “Good Biscuits for Good People.” The proceeds from the biscuit sales will be donated to the Firefighting Association to encourage interest in firefighting among young people.
Spar customers can also show their support by sharing good thoughts and thanks on a specially created website.

In the third and most festive phase of the campaign, Spar presents a heartwarming family story. Through the eyes of children, we discover that both good men - traditional and Spar's - are united in creating a peaceful and magical festive atmosphere.