Madeta – Dobrej!
About the Film
Madeta’s new image campaign titled “Dobrej!” is built around a simple word that functions as both a greeting and an evaluation of the quality of dairy products. The main face of the spot is an actual master cheesemaker, Pavel Hlásenský, who guides viewers through the South Bohemian landscape on his way to work and meets people enjoying Madeta products. The spot emphasizes the brand’s connection with South Bohemia, honest craftsmanship, and the tradition of dairy production. Filming took place around Holašovice, at the Madeta plant in Planá nad Lužnicí, and in České Budějovice. It was directed by Matěj Chlupáček and produced by Target Pictures.
Trivia
The lead role is played not by a professional actor, but by an actual Madeta employee, which adds authenticity to the spot.
The spot was shot on classic film stock, which was subsequently digitized to support an atmosphere inspired by Czech cinematic tradition.
Children of Madeta employees also appeared in supporting roles.
The word “dobrej,” on which the entire campaign concept is built, was spoken a total of 117 times during filming.
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