Good Morning

MORNING IN KARST
19 th SOF, Grand Prix, category Movie

Agency: Bright
Production house: Bright
Client: Kras

BRIEF
The idea behind the campaign was to use a poem, “Morning in Karst”, as the backbone of the film and to make connections with local people. The poem is by Srečko Kosovel, a Slovenian avant garde poet from the region. 

Karst people are as wild as the Bora, the strong north wind, soft as the terra rossa, the red soil, hard as Karst limestone, and ancient as Mediterranean salt. All these elements are crucial in producing the finest prosciutto, which was deliberately introduced only at the end of the film. 

The narrative follows a Karst man, hard at work throughout the season, enjoying a slice of Karst prosciutto with his grandson at the end of the day. 

PROJECT TEAM

Creative Concept: Nejc Pohar, Sam Cortez
Director: Nejc Pohar
Cinematographer: Kristijan Stramič
Producer: Mojca Pernat
Executive producer: Matej Marinko
Photographer: Ciril Jazbec
Voiceover: Boris Cavazza