Lučina: Nature's Pure Energy

Lučina: Nature’s Energy in Every Moment

Savencia Fromage & Dairy partnered with us to introduce an expanded Lučina product range - Lučina Svěží Originál, Lučina Svěží, and Lučina Nadýchaná. We decided to combine Lučina’s brand assets such as nature, freshness, and lightness into the new campaign to position the products within the natural rhythm of the day, presenting Lučina as pure energy from nature that fuels mornings, sustains afternoons and brings balance to evenings.

By connecting product variants to different consumption moments in nature captured in lovely and intimate moments, the campaign reframes Lučina beyond a single staple and strengthens its role in everyday life. With evocative storytelling and warm and family-like visuals, the campaign that highlights both the joyful moments spent with loved ones, local roots and the range and the brand’s long-term association with natural simplicity of this favorite cheese among Czech and Slovak.

The spot was developed in collaboration with a production company Procoma.

Credits:

Nature's Pure Energy
Creative Agency: McCann Prague
Production Company: Procoma
Executive Creative Director: Martin Svetlík
Creative Director: Jindřich Jinoch
Art Director: Tereza Víznerová
Idea Maker: Lucie Václavková
Account Director: Iva Turcárová
Account Director: Roman Hůla
Account Manager: Klára Kopecká
Producer: Stanislav Chudoba
Producer: Dominika Erychlebová
Director: Pavel Nosek
Director of Photography: Tomáš Kotas
Food Stylist: Lenka Tachova
Photographer: Marek Bartoš
Photo Production: Dagmar Flimmelová
Voiceover: Anna Jiřina Daňhelová
Brand: Lučina
Client: Savencia Fromage & Dairy Czech Republic