Ora - Najprej tebi, potem sebi (Futura DDB 2026)

Info

Ora is one of Slovenia’s oldest and best-loved soft drinks — a spring-water orangeade that has been a national classic for 60 years. For the anniversary, brand owner Radenska and agency Futura DDB built the campaign najprej tebi, potem sebi (“you first, then me”) around a small, familiar ritual: the quiet habit of filling everyone else’s glass before your own. Staged as a filmed social experiment and produced by Bright across three locations in Slovenia, the film turns that gesture into a portrait of a country more connected than it likes to admit. Cycle Studio Zagreb produced the music, arranged by Jan Kincl and Lovro Baletić. The campaign broke in Slovenia in June 2026.

Campaign Note

“Maybe we Slovenians really are a nation that doesn’t hug everyone in sight. Maybe we don’t show our feelings out loud. But when we are among our own — at a picnic, at a celebration or at home over lunch — we will always pour for the others first. And there is something deeply ours in that. That is why Ora believes the good things start simply: you first, then me.” — Ora (Radenska), on the campaign, in RTV SLO

Credits

Client: Ora (Radenska)
Agency: Futura DDB
Production: Bright
Executive Producer: Matej Marinko
Producer: Vito Pešić
Director: Ivan Stojiljković
DoP: Džejlan Ibrahimović
Music and Sound Mix: Cycle Studio Zagreb
Arrangement: Jan Kincl, Lovro Baletić
Bass: Lovro Öhlhofer