( Selected work — 02 / 15 )
How we built a whole retail campaign around one flying coupon
FRESH Plus — Letí, letí, kupón letí
A campaign with Marián Čekovský, flying coupons, a stork and a world where an ordinary shop run turns into a small film story.
One familiar face, one simple song and coupons that literally fly. The campaign grew from the meeting of Marián Čekovský, the world of FRESH Plus and the playful idea that a coupon from the app can follow you absolutely everywhere.
From the first scenes to a stork flying over the countryside, we built a visual world of our own that worked in video, online advertising and outdoor formats alike.
( Context )
FRESH Plus wanted to introduce the digital coupons in its app in a way that would not feel like an ordinary supermarket product ad.
We needed to explain, simply, that the coupons are always at hand in your phone. At the same time the campaign had to be fun, easy to remember and instantly recognisable as FRESH Plus communication.
( Challenge )
The core idea was simple. The coupon flies.
For it to work as a whole campaign, we needed to build many different scenes around it. Marián Čekovský appears in the store, on a roof, in mid‑air and in situations that would be difficult or expensive to shoot the traditional way.
Every scene was meant to be slightly exaggerated, yet it still had to belong to the same world.
( Approach )
First we set the visual language of the whole campaign. We worked with bold compositions, bright colours, slightly absurd situations and a light cinematic humour.
Then we built the individual locations, characters and shots one by one. The point was never just to generate a pretty scene. Every image had to follow the previous one and work as part of a single story.
AI let us build situations that would, in a traditional production, require many locations, props, visual effects and a considerably larger crew.
( The point )
In this project, AI was not an effect added at the end. It was part of the very way the campaign was designed and produced.
The tool alone, however, does not create a consistent world. That came from a clear concept, the right choice of scenes, work with composition and the continuous unification of every output.
( Result )
The result is a distinctive retail campaign that introduced digital coupons through one simple idea and an easily remembered visual world.
The main film was joined by online videos, static visuals, outdoor and other formats. One concept did not fall apart into unrelated outputs; it worked as one coherent campaign.
The project also opened the door to further collaboration with the FRESH Plus and LABAŠ brands.
