Jernej Vrečar's Digital Portfolio

WORK EXPERIENCE
2006 MTV Art Break competition - Project manager and copywriter
Short animation “Hamster Wheel”
2009 Faculty of Social Sciences - Translator
Richard Hoggart: “The Uses of Literacy”
James Curran: “The New Revisionism in Mass Communication Research:
A Reappraisal”
2009 - 2010 Mimovrste =) - Editor
(Retail industry)
Product preparation and (more or less) creative descriptions (mostly music
section - CDs & DVDs; also literary works and tourist guides)
2010 Summit Leasing Slovenija - Copywriter
(Car Service, Sales, Rentals and Leasing)
Company website renewal
2010 - SM Studio Marketing - Copywriter, translator
(Advertising agency)
Integrated advertising campaigns, strategic planning, brand development,
responsible for social media planning, focusing on digital media and web,
Ad/campaign localization, in-house translation and proof-reading, basic
drawing and seat heating.
Accounts worked with: Amis, Petrol, Bayer, Husqvarna, Ljubljanske mlekarne,
Nokia, Spar, ZTM, Summit Leasing Slovenia, Kompas
2011 - Podoba-Glasba - Co-editor
(The Music-Image is a web magazine dedicated to the art of music videos.)
Music video reviews
2013 - ŽVPL - Journalist
(Slovene webzine focusing on cultural events, concerts, books, music albums...)
Concert and album reviews
2014 - Društvo ljubiteljev domačega pivovarstva - President
(Slovenia Homebrew Society)
AWARDS
GOLDEN SEMPLER AWARD for Best Media Strategy: “Peter 13th – First Slovene Interactive Web
Series”
GOLDEN SOF AWARD for Best Digital Campaign: “Peter 13th – First Slovene Interactive Web
Series”
GOLDEN SOF AWARD for Best Website: “Peter 13th – First Slovene Interactive Web Series”
PRIZMA AWARD for Best PR Campaign: “Petrol - Donate Energy for Life”
SPORTO AWARD for Best TV Ad in Sport Advertising: “Amis – No. 1”

Peter 13th – First Slovene Interactive Web Series
Copywriter/creative director/Screenplay
Challenge
Amis – the national internet and IPTV provider wanted to
introduce their latest product AmisTV 3.0 that would give
viewers more control over their TV watching experience
and a more active role.
Solution
Present the product by letting the viewers experience first-
hand what it means to have AmisTV 3.0.: Peter the 13th –
The First Slovene Interactive Web Series. The series
invites viewers to participate in the development of the
story by exploring different AmisTV 3.0 features and
interacting with them.
Result
The series was a great hit among viewers and received a
lot of positive feedback.
In just one month the series' web page received over 120,
000 visits, was placed among the 20 most visited in
Slovenia, generated over 80, 000 interactions and reached
an estimated 950, 000 unique users – that's 80 % of the
total universe.
http://www.youtube.com/watch?v=hsUVd2En7xk

Petrol – Donate Energy for Life
Copywriter/webmaster/social media strategist and manager
http://www.daruj-kri.si/
https://www.facebook.com/daruj.kri
http://www.youtube.com/watch?v=59IvadKArn0
.

Siti besed- Fed Up With Words
Copywriter/webmaster/social media strategist and manager
http://www.sitibesed.si/
https://www.facebook.com/sitibesed
http://www.youtube.com/watch?v=4atXkwFupnc
.
Challenge
For more and more children in Slovenian schools, lunch
time is a time of shame, infused with feelings of inferiority
and helplessness as their parents cannot afford to pay for
their school meals. Their incredibly sad stories – in the
heart of Europe, in the 21st century – it was unacceptable
to us. We were fed up with empty words - they cannot feed
hungry children. We wanted to help.
The page
The purpose of the page was to raise awareness about
the school meal problem in Slovenia, to activate the wider
audience and encourage it to participate. The page also
hosted a virtual classroom of hungry children who would
share their said stories and use the medium to reach out to
as much people as possible. The idea was to use these
children as the official spokespeople that would raise
awareness outside of Facebook as well: on forums, blogs,
online newspapers etc.
The page offered all the necessary information on the
problem, its progress and how to participate. The users
were free to interact with campaign organizers, offer their
help, comfort the virtual hungry children and try to rescue
them form their classroom by donating money.

Amis – Musical Christmas e-Card
Creative director and copywriter
IDEA
We created an interactive Christmas e-Card where you
can choose your own background soundtrack for the
personalized message. Whether you‘re into traditional
carols, soft rock, techno, pop or even death metal, the
lights on the Christmas tree will flash to the rhythm of your
favourite song!

Studio Marketing JWT – Christmas e-Card
IDEA
In light of the ongoing crisis, SMJWT
wanted to remind their partners and
friends that when dealing with danger we
can all be superheroes.
http://www.smjwt.com/static/NY_2012/en
g.html

Ferrero – Kinder
Copywriter – translation of materials and website
http://www.magic-
kinder.com/mk/lang/sl_SI/index.htm /

Alpsko mleko – Athletes’ sponsorship
Social media strategist and manager
Give each day your all
Alpsko mleko is a proud official sponsor of the up and
coming young athletes Ilka Štuhec (Alpine skiing) and Žan
Košir (Alpine snowboarding). Since the beginning of winter
2013 every season AM Facebook page turns into a sports
arena full of cheering and supporting of their sponsored
athletes.
We introduce them, talk about them, we announce their
competitions, we congratulate them on their results and
through heir individual struggles communicate the idea
that “practice makes perfect”.
https://www.facebook.com/alpskomleko?fref=ts

Nokia – Amazing Everyday
Copywriter – localization of the campaign
Amazing Evening (product launch)
http://www.youtube.com/watch?v=O_d1BGbCO74
Promotional activities:
http://www.youtube.com/watch?v=Cgl6Rg4GDFI&list=UU
GZ0Hwt_WydY-N9xaWlzd6Q&index=1&feature=plcp
Amazing Hunt
To promote the new phone among opinion leaders we
organised a Nokia treasure hunt for bloggers and journalist
where their tasks included using the new Lumia features.
The hunt concluded with a „pop-up“ restaurant inside an
old train wagon.

Donate Energy For Life – Blood donation campaign
Creative director / Copywriter / Social media manager
Keep calm and donate blood
Sloveina’s annual blood donation campaign which each year invites
local celebrities to promote blood donation as an honorable deed.
This instalment talked about mutual respect as basis for all charitable
work specifically targeting younger internet users.
The idea was to use “hot blooded” internet comment section
behaviour to encourage these “trolls” to rather donate some of that
“hot blood” to others in need.
http://www.daruj-kri.si/
https://www.facebook.com/daruj.kri

Donate Energy For Life – Blood donation campaign
Creative director / Copywriter / Social media manager
I would give up blood for you – bloody rap battle
To address the common misconceptions and fears of blood donation we organised a rap battle
between Slovenia’s most prominent rappers Zlatko and Trkaj. Within the battle the rappers passes
between them the typical questions and answers:
https://www.youtube.com/watch?v=EhELoFb1je0

Mladina – Proglas
Creative director/copywriter – Socially critical ads
“Take over the world”
Task: Be the voice of the 99%. Demand justice and
change.
Copy: “% is on our side.”

Mladina – Proglas
“Parking”
Task: Slovenia and its parking culture and problems.

Mladina – Proglas
“Africa”
Task: The exploitation by the Western world

Mladina – Proglas
“Youth”
Task: Youth today.

Mladina – Proglas
Creative director / Copywriter – Socially critical ads
“Illusions”
Task: Everything that is very unlikely to happen in the
coming year.
Translation: „Happy New Lowest Income of 2.015!

Ljubljanske mlekarne – Čokoladno Alpsko mleko
Creative director / Copywriter
We wanted to showcase the overwhelming chocolate
flavour of the new Chocolate Alpsko mleko.

Summit Leasing – Tick-tock to your dream car
Summit Leasing offers their costumers all-inclusive car
services: leasing, credit, insurance, registration. Getting a
car of your dreams has never been easier and faster!

Kompas Holidays - Your true compass for holidays
The campaign was aimed at
positioning the Kompas Holidays
tourist agency as an expert for
holidays with rich experience and
knowledge and as someone we can
truly rely on – just as we can rely on a
compass. Namely, the compass
always points us in the right direction
and with its help, we discover new
destinations and, with them, new
adventures.
The Adriatic and the Mediterranean
thus become more than merely a
tourist destination; they become a
pleasant memory and a unique
experience that will linger in our
thoughts for years to come and to
which we will gladly return.

Amis – Be Flexy!
We wanted to showcase the
flexibility of the new Amis Flex
packages that allow their users to
add and substract TV programs
and change their interent speed –
all at a very flexible price.

Amis – No. 1
Copywriter
Challenge
Raise brand awareness and brand image by
communicating that Amis is the most trustworthy ISP
provider in Slovenia (following the results of Amis Brand
Tracking analysis conducted by GFK Slovenia, one of the
leading market research companies in Slovenia).
Solution
Juxtapose the brand with the notion of what it takes to be
and remain on top of their competition (being number
one), using world boxing champion Dejan Zavec as a
symbolic reference: »every day we earn the title of No. 1. «
Result
Amis has since noticed increased brand awareness and
campaign recall. The campaign gained considerable press
coverage and was acknowledged as an example of
excellence in advertising by marketing experts.
http://www.youtube.com/watch?v=-yxEXJhMFYM

Amis – Hipernet
Copywriter
With this TV ad, we demonstrated the power of the fastest Amis internet to date. We created a
story showing how dependent our lives are on a fast internet connection. The story shows Amis'
icon, world boxing champion Dejan Zavec, who receives confirmation of his next big match.
When he shares it on Twitter the news spreads through all the social networks in a matter of
seconds, generating a huge wave of responses from his fans and the media, thus showing that
all the greatness of the moment actually happens on the internet.
http://www.youtube.com/watch?v=eAiG4Rg7eok

Ljubljanske mlekarne – Čokoladno Alpsko mleko
We wanted to showcase the overwhelming chocolate flavour of the new Chocolate Alpsko
mleko.
https://www.youtube.com/watch?v=FzNrYODVncw

Husqvarna – More than just a machine
The TV ad encourages us to accept challenges that nature offers us by juxtaposing World
Champion Boxer Dejan Zavec’s training with shot of Husqvarna gardening tools. Just like these
tools that were specifically designed to conquer extreme situations in nature Zavec too uses
these natural barriers to test his abilities.
https://www.youtube.com/watch?v=sBiHz4igPQk

Amis – Be Flexy!
We wanted to showcase the flexibility
of the new Amis Flex packages that
allow their users to add and subtract
TV programs and change their
internet speed – all at a very flexible
price.
So we introduced an unusually
flexible family that would represent all
the individual needs of our TG. The
TV add represents the flexibility with
a dance choreography in a
continuous shot where family
members dance around the couch
and contort to find that perfect service
they are looking for.
https://www.youtube.com/watch?v=Z
TE9L-bdisM

ZTM – Annual report
Copywriter
Full of life
By pulling the book out of the sleeve you fill up the test
tubes with blood.« So, the way by which the publication
opens illustrates the primary goal of the Blood Transfusion
Centre of Slovenia – managing national blood supplies in
order to save lives all over the country. The headline »Full
of life« represents both: 1) the mission: filling up blood
supplies in order to save lives and 2) the spirit: the positive
attitude of devoted employees.

Amis – B2B Christmas Card
Opportunities are everywhere
The card communicated that business
opportunities are everywhere, we just have
to know where to look for them. A look
through the Christmas ornament revealed
the full extent of the message.

Datalab – Pantheon Cloud
Welcome to the Cloud!
In 2013 Datalab introduced a new
accounting programme based on cloud
computing. To introduce new potential
costumers to this concept we invited them
to join us on our journey into the cloud.
Invitees to he official release event were
visited at their office by Pantheon Cloud
Airlines personnel and personally invited to
the journey into the Cloud.

Studio Marketing – JWT trends
Translator / lecturer
At the end of each year JWT international network releases 10
trends in marketing, pop culture, technology etc. that will define
the coming year.
Studio Marketing translates these each year and present them to
their current and prospective clients as well as to the
representatives of different Slovene media.

Ferrero – Kinder
Copywriter – transcreation and translation of materials
Sporty Animals:
http://www.magic-
kinder.com/mk/lang/sl_SI/minisites/sporty_animals.ht
m
Mouse Doctors:
http://www.magic-
kinder.com/mk/lang/sl_SI/minisites/mouse_doctors.ht
m

Podoba-Glasba
Co-editor
Dekadent – Raided:
http://www.podoba-glasba.si/dekadenca-na-
prostosti/
Revolute – Zmaja:
http://www.podoba-glasba.si/pihajte-otroci-ali-
revopravljica-za-odrasle/

ŽVPL
Journalist
Articles:
http://www.zvpl.com/avtorji/jernej-vrecar/

Slovenia Homebrew Society
President/ PR
Articles:
http://dldp.wordpress.com/2014/04/17/porocilo-1-
utrip-domace-pivovarske-scene/

OI BREW
CEO / brand manager / brewmaster / fictional character
Work in progress…
Work of progress…

Telephone: 040 472 613
E-mail: joco.3d@gmail.com
jernej.vrecar@telemach.net
LinkedIn: http://si.linkedin.com/pub/jernejvrečar/45/a50/532

Jernej Vrečar's Digital Portfolio

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