Ah, that Advertising Project I did for Gorenje

For some reason I kept my biggest advertising project of 2009 as a secret until now. Not on purpose, of course.

Sometimes magical things happens and one of them was that a big company Gorenje needed somebody for their advertising campaign of a new collection of retro fridge freezers. The true magic starts when they choose me, Marta Lamovšek, to solve all the fatal tasks of the ad campaign: idea solution, project managing and art direction & photography.

Why me, one might shout?

1) they wanted something fresh

2) they wanted something-MartaLamovšek

3) they wanted to go from "plain cold to just cool".

I pitched them six (6) ideas, some of them were pretty brilliant, perhaps dazzling, two really crazy (oops, but a bit too much), but one of them was just simple, fresh and sort of a keeper. Since they had no big budget planned for this campaign, they agree to go along with the "just cool". So I build 3 different placements for 3 kinds of color lines and a brand new image of that charming-touch-of-nostalgia.

So yeah, Gorenje Retro Collection project was a huge and very valuable experience for all of us. However, after 3 months (headaches:) the project was successfully finished - the client was happy and I was on that plane to LA. Then, after the summer of living and catching the california dream, the money was gone. Still, the reference stays. Finally, that nostalgic feeling in me tells me I also gotta say this - perhaps for the sake of my artistic future - may 2010 be all about this kind magic, yes?

:)

Art Director & Photography: Marta Lamovšek

Idea & Project Manager: Marta Lamovšek

Creative consultant: Aleš Bravničar

Wallpaper design: Kitsch-Nitsch

Stylist: Mateja Glavnik

Studio & postproduction: AV Studio

Assistants: Primož Kmet, Metka Lamovšek

Special thanks to Matej Klepec and Arcadia Lightwear

EDIT: you can check all the colors of fridges here - click!