The poster that helps find lost dogs
HT, a member of the Deutsche Telekom Group, transformed out-of-home media into a tool for finding lost dogs as part of its GPS Pet Tracker campaign
While the morning is only just beginning, dad is already set to go. Whether it’s skiing, hiking or cycling, the activity may vary, but his enthusiasm, and his son’s sleepy expression, always remain the same. This characteristic family scenario lies at the heart of the new campaign for Alpsko mleko by Ljubljanske mlekarne, created in collaboration with Bruketa&.
After an early start and time spent together outdoors, the story returns to the family breakfast table. With a bowl of cereal and Alpsko mleko, the boy fully wakes up smiling, drawing the morning ritual to its natural conclusion. The product is portrayed not simply as part of breakfast, but as part of growing up, family traditions and a way of life being passed down from one generation to the next.
The campaign is built around a simple yet widely recognizable insight – in Slovenia, weekends often begin with an early morning, and free time is spent actively outdoors. Some Slovenian habits may seem a little unusual to others, but to those who grew up with them, they feel completely natural – just like Alpsko mleko.
The tagline, “Alpsko mleko. So You Don’t Forget Who You Are.”, captures this idea in a simple sentiment. Alpsko mleko reminds us of the habits we grow up with and which we, often without even realizing it, pass on to future generations.
The campaign launches in a special year for the company Ljubljanske mlekarne, which is celebrating its 70th anniversary. This milestone is accompanied by a redesign of the Alpsko mleko packaging, refreshing its iconic identity for a new generation of consumers. Additionaly, the brand has also introduced its very first sonic logo, composed by Dubravko Robić based on Bruketa&’s creative concept. This new signature tune completes the brand’s communication system and becomes another distinctive brand asset.
Because as Alpsko mleko shows, it is the early mornings, shared adventures and the occasional sleepy glance, that create both the memories and the habits that remind us of who we are.
