“the Campaign by Effe Praha Agency Will be Visible throughout the Year, Running across all Types of Media.”

The retail chain Kaufland introduces a new communication concept of a smart home, represented by the six-member Chytrý family. Each family member faces different situations. Some manage on their own, others use modern technology, but the common denominator is Kaufland, which promises solutions for everyone.

“We want to show why we are the first choice for our customers. Whether it’s freshness, quality, price, or the fact that we offer everything under one roof. These are our main pillars, thanks to which the Chytrý family, as well as our customers, can rely on us,” explains Petra Kalužíková, Marketing Director of Kaufland. “With the new campaign, we further develop the idea of our long-term concept My First Choice,” she adds.

The new communication concept was created by advertising agency Effe Praha, a branch of Slovak Effectivity. The television commercials were directed by Tom Wilson and production was handled by Heroes Prague.

“The client came with a request for a modern and witty campaign that would reflect customer needs and appeal to young people as well,” says Mario Poór, Creative Director of Effe Praha agency, about the campaign. “A smart home is not just about technology, but primarily about its members across generations,” he explains the creators’ thoughts. “The choice of music was also important – electro-swing is popular among young people, but older generations will appreciate it too. We are very pleased that we managed to obtain the rights to the famous song by musician Parov Stelar.” The song is Catgroove.

“We wanted to film an understandable story, but in an original and entertaining way, with lots of visual tricks, using wide lenses and unconventional camera angles,” says director Tom Wilson from Heroes Prague. “Unlike typical campaigns, we filmed many different variations that viewers will see throughout the year.” Over ten days, more than 400 shots were created, most of which take place in a custom-built set at Barrandov Studios.

The campaign will utilize all communication channels. It will run on television and radio, appear in print, on outdoor surfaces, in Kaufland stores, and also in the digital environment. On social networks, the members of the smart home themselves will also communicate with Kaufland customers, continuously sharing moments from their lives.