Work

Kraš Domaćica Hazelnut
Squirrel and her viral dance

Who better to test out the new hazelnut flavours of Kraš Domaćica than the top-level hazelnut expert and fan: a squirrel!

Client
Kraš

Segment
Media / Creative

Social Media
Kristina Kozić

Design
Igor Bilić

Summary

Who better to test out the new hazelnut flavours of Kraš Domaćica than the top-level hazelnut expert and fan: a squirrel!

Challenge

The key goal was to present the new flavors of „Domaćica“ in a youthful, refreshing and interesting way.

The client wanted to move away from the classic packshot product presentation and use social media to show „Domaćica“ not just as a family favorite, but a product loved by everyone. We were told to feel free, to let our imagination run wild and to think outside the box.

So, that was exactly what we did.

Solution

As already mentioned, the main role in our campaign was played by a dancing squirrel that won the hearts of the audience, made everyone who saw it on their smartphones laugh and finally, made them buy the product.

The ads were placed on social media (Instagram, Facebook) and as a YouTube preroll. The copy for the ad was in-line with the playful theme of the story: „Hurry up to get your hands on our new Domaćica with hazelnut before the squirrels beat you to it.”

Kraš Domačica – Media Ad
Kraš Domačica – Media Ad

Results

We definitely didn’t expect what was about to come! Our dancing squirrel went viral not only within the default social media but also on Reddit where a fun discussion about the squirrel’s position took place. We read over 1000 comments (most of them were positive with the small expected percentage of those who clearly couldn’t think outside the box).

Over 5k reactions and more than 160 shares were recorded. Most importantly, our dancing squirrel brightened the day of more than half a million Croats.