Drugi jezik na kojem je dostupan ovaj članak: Bosnian
‘Nada’ (Hope) is a monograph created by Bruketa&Žinić OM agency on the occasion of the tenth anniversary of the Adris Foundation. All the projects and individuals supported by Adris during the past ten years are shown on the pages of the monograph. Presented all together in one place, they provide hope for Croatia’s future.
This inspired the creative concept and the main motif of this book, along with the title ‘Nada’ (Hope), because the book is touch-sensitive, and the more it is used, the typographic motif of hope on the cover – literally and symbolically – becomes more pronounced. The monograph also contains original illustrations by 24 of the best young Croatian illustrators.
We spoke about the book Nada, ranked among the 25 best BalCannes projects in the Adriatic region for 2017, with Davor Bruketa, creative director of Bruketa&Žinić&Grey agency.
The authors of the photography are Luka Šalamun (photo of Davor Bruketa) and Domagoj Kunić (the book).
We came to the idea… whilst discussing the initial idea which came from Adris. The Adris Foundation has been promoting and supporting excellence by funding projects in science, culture, art and education for years. Contrary to the negative sentiment in the public, we have tried to remind citizens that there are great people and projects in our community, in all areas of human activity.
The key idea we followed was… how to produce an object, which would encourage a more positive public conversation.
During the implementation, the biggest challenge we encountered was… how to technically solve the book cover, so it would react to touch. As soon as the book would be held and read, we wished the word hope to be more visible. Cerovski print boutique and Miha Karoly helped us with this.
We consider the greatest contribution of this campaign to be… the fact that it triggered the public to speak about scientists, artists, illustrators and other great people who do positive things in Croatia.
And it is special because of… interactivity – the more the book is used, the clearer the message gets.
When it comes to our project, we are most proud of… the fact that we reminded people that there are hundreds of high-quality cultural and scientific projects and qualified people, contrary to the general atmosphere in which we, scrolling through social and other media, have a pretty low opinion about the community we live in. Also, we are proud of the fact that the book, along with numerous readers, was seen even more times online and this “triggered” a great interest by media. We are also proud of the book being a review of some of the best illustrators we currently have working in Croatia, so it is a document of time and has a cultural value.
If we were to start from the scratch… we would organize a longer book exhibition.
Through the process, it was reaffirmed… what we have already learned earlier, that interesting objects from the physical world are motivators for conversations in the online world, and we apply this principle quite often.
What you certainly don’t know is… how we made those covers, but that remains our sweet little secret.
We brought with us from BalCannes… plenty of potential for new lions thanks to the exchange and socializing with colleagues from other agencies, media and advertisers from across the region