Studena · Croatia · 2025Film · Social · OOH
A Cry for Hydration.
Studena recast traditional Croatian wailing women as comic mourners for people who say they are dying of thirst.
- Brand
- Studena
- Agency
- Imago Ogilvy
- Market
- Croatia
- Region
- Global
- Year
- 2025
Campaign images
The challenge
Water advertising needed a recognisable local voice beyond interchangeable claims about purity and nature.
The idea
Professional mourners exaggerated everyday thirst in a hero film, contextual video placements and personalised social responses. The campaign invited people to tag friends and turn familiar complaints into branded interactions.
Results
- The LIA entry reports 12% sales growth and a one-percentage-point increase in market share.
Case study source: London International Awards (LIA) Source ↗
Awards
- LIA 2026Online FilmGrand Prix
Credits
- Client
- Studena
- Chief Creative Officer
- Darko Bosnar
- Creative Director
- Luka Mavretic
- Strategy
- Dina Dretvić
- Digital
- DRAP
- Production
- RRGR
- Director of Photography
- Marko Zeljković Zelja
- Sound
- Robson studio
