It's better to be pretty

Creative idea

Lithuanians have a pretty clear idea of what’s pretty. BURGA, a global lifestyle accessory brand made in Lithuania, decided to challenge that idea and highlight the importance of self-expression. In a very Lithuanian way. First, we launched teaser posters with a simple statement: “It’s better to be pretty.” When the backlash and attention reached their peak, we added one little word: “Sau.” In Lithuanian, it means “for yourself.” The idea of self-expression then spread across TV ads, district-targeted outdoor and print, merch, and even an online shop selling the very specific pretty things featured in the TV ad. Including a goat.

Brand name: BURGA
Advertiser / client: BURGA
Product / service: BURGA accessories
Campaign name: It's better to be pretty
Agency network: INDEPENDENT AGENCY
Agency: BURGA in-house
Media agency: Dentsu
Production company: FULL SCREEN
Agency chief executive officer: Edgaras Petručionis
Art director: Saulė Jasiūnaitė
Copywriter: Ana Luisa Monse
Designer: Daumantas Pipiras
Client account director: Martynas Gulbinas, Vaida Žutautaitė
Photographer: Dominykas Bliznikas
Film production: Simonas Motiejūnas
Director: ABOVEGROUND
Director of photography: Nojus Drasutis