Challenge:

Prima, a domestic leader in furniture production, offers a wide assortment of high-quality products at wallet-friendly prices. The challenge? To communicate this unbeatable value in a way that feels human, modern, and emotionally engaging — and to stand out in a market filled with generic product ads.

Our idea:

“Furniture with character. Just like you.”

We built the campaign around everyday life — more precisely, the fun and friction of married life. Through witty, honest dialogues between a husband and wife, we brought real-life scenarios to the screen. Each spot uses humour and heart to show how Prima fits into every moment, from debates over decor to sofa-bound reconciliations.

Creative execution:

A series of TV spots, each follows a familiar structure: intro with a clever, everyday dilemma, furniture reveal — smart design, smart price and punchline + brand message that ties it all together. Product benefits are woven naturally into the story: durable quality, accessible pricing, stylish design. Visual tone is fresh and inviting, mirroring Prima’s interiors.

Each spot closes with the perfect brand signature: “Pametnom dosta.” A witty wink to the smart shopper who recognises quality and value — no overthinking required.

Why Does It Work?

Because it speaks to the real Croatian people — homes full of personality, humour, and practical smarts. It shows that Prima gets us. The campaign doesn’t lecture, it listens. It doesn’t oversell — it proves the point through story, style, and the kind of everyday intelligence that makes the slogan ring true: Pametnom dosta!