Do you know what serbian sLAVa is?
The aim is to represent a ‘lionesque’ attitude towards life in a humorous way (Lav – lion), and at the same time create a link between a contemporary brand and the tradition of Serbian patron saint day celebrations. The task is not an easy one, but it does ensure that clichés and superficial humor often seen in beer commercials are avoided.
This is why the McCann creative team came up with the idea of placing comedy based on confusion against a background of the contemporary and the traditional, the global and the local and youth and experience. This created a solid fusion whose humor is recognized and welcomed by all people with lion hearts.
