Krashko

Creative team: Luka Bajs, Creative director SHIFT; Luka Bajs, Copywriter SHIFT; Eva Gradišnik, Copywriter SHIFT; Matija Primc, Art director SHIFT; Hana Domijan, Design SHIFT; Matija Primc, Design SHIFT; Eva Frass, Account Director SHIFT; Nina Miketič, Account Manager SHIFT; Lina Gorjup, Account Manager SHIFT.

Kras is one of the most biotically diverse regions in Europe. But the largest fire in the history of Slovenia left behind only destruction. To help raise funds, Tuš, one of the country's biggest retailers created Krashko. Soaps were once traditionally made from ash. That is why Krashko is made from the ashes of burnt trees. Krashko soap was launched in selected Tuš stores across the country. The news quickly spread across all major media outlets and reached more than 30% of Slovenes offline. The project resonated also on social media through influencers and almost 40% of Slovenes were reached online. On a special website, customers learned about this unique ecosystem, but most importantly – with each purchase they helped restore Kras. With funds gathered more than 2ha of land was reforested.