Drugi jezik na kojem je dostupan ovaj članak: Bosnian
By: Adnan Arnautlija
At the end of last week, an international jury of the Hipnozis festival of creativity, organized by the Hungarian magazine Kreativ, once again met in Budapest, with the task of selecting the best works of communications industry in the past year.
At the invitation of our friends from the Kreativ magazine, yours truly had the honor to participate in the work of this jury for the second time, whose mix of media and agency people every year promises an impartial selection of the best that Hungarian creatives had to offer. And they offered some really interesting works.
Seven hours of flight, and 10 hours of wandering at the airports (thanks to the lack of direct lines to Budapest, I had to take a connecting flight in Cologne!) for one day of jury duty! And I don’t have a single regret. It was a great opportunity to see some friends again, to meet new ones, and together with them to see some inspirational creative works and discuss issues that the industry faces.
And it is obvious that other countries, not just those in our region, are having an issue with the lack of courage on the client side. They rarely opt for the daring projects, but when creatives succeed in persuading them, the results win not just awards, but hearts of consumers as well.
Unfortunately, since the winners of the Hipnozis Festival will be officially presented on May 18, we can’t share the best works with you, but we can talk about some of them and the trends that could be identified from the entries.
One of these trends are works with a cause. There were a lot of campaigns for good this year, from companies and non-governmental organizations alike. What delighted me in some of these works is the courage of creatives who, in one case, even dared to “mess” with the national anthem. In the storm of anti-immigrant messages in the country, they decided to use language to showcase just how much contribution immigrants have made in the Hungarian society. The issue of diversity is obviously extremely important in Hungary, and the vast majority of the works with the cause dealt with this particular theme.
The creative harvest certainly can’t go without humor, and there was plenty of it in the campaigns this year. With a unique animation style, obvious freedom in treating the subject, and just the right dose of cheekiness, some of the submitted works even managed to overcome the language barrier, and could convey their message even if you couldn’t understand a single word of the copy, which in my opinion already makes them winners.
Still, what impressed me the most was an example of great use of technology for a unique activation of sponsorship and direct marketing. People often forget who was the sponsor of an event they enjoyed in a matter of days after it, but Hungarian Telecom and their agency Wavemaker made sure this is not the case for the Vivicitta half-marathon which Telecom sponsored.
When you participate in a race, if you don’t have someone who would stand next to the route to take a picture or a video of you, you often have nothing to show for it. However, through the brilliant use of technology, Telecom has been able to send personal short videos to all the participants of the half-marathon, taken by cameras along the route. Runners could share their personalized content with their friends on social networks immediately after the race. It’s a seemingly simple thing, but backed up with very sharp use of technology, it made each runner a potential ambassador of the brand.
Were the seven hours of flight and ten hours of wandering through airports worth of participating in the Hipnozis jury? Yes! There were other interesting works, but that’s a topic for some other occasion, and as for the awards that these works won – you’ll have to wait after May 18 to find out.