- Branding
- Digital
- Strategy
Trends come and go, but UGO is here to stay! How did we approach the campaign for the brand’s 20th anniversary?
Some brands don’t need to chase trends because they’ve been ahead of the curve from the start. While the whole internet is abuzz with talk of balance these days, UGO found it back when the Czech Republic was more into salami than salad.
We wanted to use a bit of hyperbole to capture just how much lifestyles have changed over the past 20 years, while also showing that UGO was (and is) right there with it all. Split visuals and sketches helped us bridge the two decades in a way that feels funny, familiar, and, above all, human.
In an age when practically anything can be generated, we were faced with a simple question: do we even want this?
AI significantly sped up our work on the editing and environment for the key visuals, but all the source material was shot on location. We invited Vladimír Skórka’s crew to Ostrava, and together we shot two commercials. The role of the father was played by the actor Josef Kaluža. And how good he looked in that striped shirt!
UGO has been with us ever since Kofola adopted it. We were involved in creating the logo, visual identity, store design, and campaigns. It’s great to see that what we created together 15 years ago is still working.
Thank you so much for your trust. Here’s to another 20 years in balance!
