Challenge:

Create a promotional TV spot that repositions Zagrebački holding as more than a service provider — as a guardian of Zagreb’s heritage and daily rhythm. The brief focused on celebrating the Zagrebačka uspinjača, the city’s shortest but most iconic ride, and subtly reminding viewers of the Holding’s role in preserving it.

Our idea:

“Small ride. Big emotion.”

We tapped into the emotional value of the funicular as a symbol of the city’s charm, nostalgia, and identity. It’s not just about transport — it’s about what it means to live in a city that honors its traditions. Our approach? Tell a story not of machines, but of moments.

Creative execution:

The 30-second TV spot blends poetic imagery and civic pride: visually rich, cinematic shots of the uspinjača moving through time and space.

A scenic journey through Gornji grad, revealing the city’s quiet beauty combined with real voices: short, heartfelt interviews with the Deputy Mayor of Zagreb and the Director of ZET, adding trust and authenticity.

Why Does It Work?

Because it speaks to both heart and head. It evokes emotion, triggers local pride, and gently reminds citizens that behind everyday comforts stands a system that works — and cares. Zagrebački holding becomes more than infrastructure; it becomes part of the city’s emotional identity.