The Complainers


The Complainers

The Complainers


To communicate a wide and varied range of products and services of Kaufland food chain under one umbrella.

We need to make our concept visible – and in order to that we came out with a concept that redefines advertising as such. How? We made employees of Kaufland the main protagonists of our concept. We would expect them to promote Kaufland and say only the best things about their employer, but this time we have decided to make a bold move: the employees are openly complaining about Kaufland products we need to promote.

Our characters gained more than 3,000 reactions (even 2 % of them were negative) and what was originally an online concept became also a TV campaign.

This professional campaign titled 'The Complainers' was published in Slovakia in July, 2022. It was created for the brand: Kaufland, by ad agency: THIS IS LOCCO. This Film medium campaign is related to the Retail Services industry and contains 2 media assets. It was submitted 12 months ago.


Advertising Agency: THIS IS LOCCO

Production Company: Playground13

Creative Director: Juraj Kováč

Art Director: Marek Sivý

Copywriter: Martin Polakovič, Adela Holubčíková

Account Manager: Diana Hromeková

Strategy Director: Juraj Kováč


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