The Rajo Laktofree campaign was the first AI-driven campaign in Slovakia.

The goal of the campaign was to reinforce the brand’s image as an innovator. We always aim to use creative approaches tailored to our target audience. We want to set trends—or at least be among the first to follow them. In this campaign, the concept that used AI to depict the abstract idea of taste in a space-themed setting received the best feedback during testing.

When preparations started in 2023, AI was gaining major momentum. Since the agency was tasked with continuing the “zero-gravity world” theme, “it felt natural to explore a concept that fully leveraged AI’s potential,” added Peter Baslík from TRIAD.

The Rajo Laktofree campaign launched on June 3, with TV spots airing from July 15, 2024. In June, the campaign is supported by online channels, social media, and OOH ads in malls, public transport stops, and on major city streets.