PORTAL Art&Business | PORTAL WOMANCOMM | KREATIVNI PORTFOLIO 03 | HOTEL JUGOSLAVIJA (PDF)
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    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

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    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

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  • Vijesti

    Wüsthof Sharp Systemic Brand Identity with Gigodesign wins Red Dot Award

    How to win a Grand Prix in Cannes?

    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

    Lokomotiva and SentecaCommerce signed a partnership for 12 European markets

    Virtual Drumming with Fernando Machado, Karolina Galácz, and Thomas Kolster

  • Tema sedmice
    daljinski-naslovnica

    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

    Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

  • Kolumna

    Sponsors? What that?

    misa-naslovnica

    Miša Lukić: What can start-ups learn from sperm?

    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

    The Advertising Industry: From Alchemists to Distributors and Back Again

    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

  • Dnevnik

    Diary of a Methuselah #176 Will our industry come out of this better and smarter?

    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

  • Mladi lideri

    Mladi liderji – Uroš Zorčič, New Moment Ljubljana: Vedno gledam na dela sama in ne postavljam v ospredje posameznih ljudi ali agencij

    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

  • Tri pitanja

    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

    francis-ingram-naslovnica

    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

    3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

    Three questions for Petra Krulc, Senior Vice President of Celtra

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Home Interview

BalCannes Stories Behind the Projects: With courage; agency BBDO Zagreb

Men are afraid of medical checkups

29/08/2018
in Interview
2 min read
BalCannes Stories Behind the Projects: With courage; agency BBDO Zagreb 3

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

By: Adnan Arnautlija

As a beer brand which knows what’s important to men, Ožujsko and Testicular Cancer Referring centre of RH Ministry of Health started a campaign for raising testicular cancer awareness. This year’s campaign continued on the success of “Scratch for a reason” campaign which communicated in a familiar way the importance of good health and need to take care of it, and have health check up of their testes.

The Scratch for a reason campaign urged men to do a self check. With Courage campaign is a logical continuation and offered men new ways of dealing with the problem by visiting their urologist and having a check up of their testes. Considering it’s a touchy subject, it needed a careful approach without causing panic and fear. Men like to scratch, but they also like to have a feel. Men are also visual types and they like to see. So, the first campaign was about scratching, and this one was about showing.

The campaign With courage had one minute TV spot, outdoor posters and accompanying material designed and positioned to attract the attention of the target group. The posters were placed in gyms and useful info in men’s underwear department stores.

As a result of the campaign more and more men see their urologist if they notice changes on their testes. In the second year of the campaign, there were 43 new cases of testicular cancer detected. In 2016, the total number of detected new cases of early stage testicular cancer was 89.

We talked about the With courage project with Almir Okanović, Chief Creative Director of the agency BBDO Zagreb.

We came up with the idea… by scratching our heads.

Our guiding thought was… male fear of medical checkups.

During the implementation, the biggest problem we encountered was… how to clearly and unambiguously show a naked young man, and at the same time not get our ad banned from airing due to explicit content that is nut suited for kids and minors.

The greatest contribution of this campaign… were the saved lives since the start of the campaign in 2016. So far, more than 80 human lives have been saved.

And it is special because… of the laid back and humorous tone with which we approached such a serious issue.

When it comes to our project, we are most proud of… giving our small contribution to saving people’s lives.

 

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BalCannes Stories Behind the Projects: With courage; agency BBDO Zagreb
BalCannes Stories Behind the Projects: With courage; agency BBDO Zagreb 1
BalCannes Stories Behind the Projects: With courage; agency BBDO Zagreb 2

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2.

3.

If we were to go from scratch… I’m not sure we would have the bull scene.

Throughout the process we have learned… how important it is to be able to run fast.

What you certainly didn’t know is that…  at one point the bull lost interest and understanding for directors retakes, and in one swipe of his horns tore apart the metal safety fence and sent the extras running, as well as numerous reputable agency and production workers.

We took home from BalCannes… a liter of Biska.

Tags: BalCannesBalCannesBalCannesBBDO ZagrebWith courage
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