www.lionsdailynews.com friday, june 24 , 2011

IT IS not hard to see why ad agencies and commercials
producers are drawn to Central and Eastern Europe.
From classic and iconic architecture to stunning scenery,
the region has it all. Not only that, but there are talented,
hard-working, cost-effective and multilingual production
crews. Compared with western Europe, shooting is at
least 30% cheaper, and sometimes as much as 40-50%.
Of course, all this begs the question where to shoot. If you
include Russia and Ukraine, there are about 21 countries competing
for work — many of which are able to put forward a
strong case.
A good starting point is the Czech Republic and Hungary,
which have set the standard in the region for the last 20 years.
Attractive locations, good crews, professional casts and minimal
bureaucracy are givens in both markets. Add to this the fact
that many global ad agencies have their regional HQs in Prague
or Budapest, and there’s a clear logic to shooting here.
To understand the Czech Republic’s strategic significance,
you only have to look at a map. Adjacent to Germany, Prague is
actually west of Austrian capital Vienna, which makes it a per-
FOCUS ON CENTRAL & EASTERN EUROPE 65
Go east, pay least
Prices have risen in the Czech Republic and Hungary, competition from
neighbouring countries has intensified. But Central and Eastern Europe is
still the location for low-cost, well-supported shoots. Andy Fry reports
n Wroclaw in
Poland, an
important centre
for production
that has doubled
for 19th century
Amsterdam
fect staging post for agencies and brands with ambitions in the
east. No surprise, then, to find Publicis, Omnicom and WPP all
active, alongside regional agency players such as Kaspen/Jung
von Matt.
Typical of the production talent pool in the Czech Republic
is Zoom Films, whose portfolio includes work for international
brands such as Samsung, Hyundai, Bavaria, Kraft Chocolate
and Haagen Dazs. No less significant are campaigns for
brands closer to home, such as the 2011 shoot for Czech bottled
water brand Aquila Aqualinea (a campaign managed by
Arnold Worldwide).
Of course, Prague is known enough that campaigns don’t
have to be orchestrated from within Europe. A classic example
is a recent Prague shoot for the LG Optimus One. Here was a
Korean brand, managed by a China-based agency (BBH Shanghai),
using a US director (Backyard’s Rob Pritts) to shoot five
comic spots (Instant Expert) for the international market.
That’s a pretty good endorsement of the city’s capabilities.
And there’s one bonus for directors like Pritts, which is that
the city is far more film-friendly than Backyard’s hometown,
FRIDAY, JUNE 24,2011