Drugi jezik na kojem je dostupan ovaj članak: Bosnian
By: Ekrem Dupanović
At the recent SoMo Borac competition that recognizes the best regional works in the digital world, the Viral Blockbuster award went to Sarajevo agency Fabrika.
Their work Free.mp3, done for the band Dubioza Kolektiv, became a hit in the region, and beyond. This fun, attractive and cheeky music spot certainly deserves all the attention and accolades it receives, so it’s not surprising that its quality was recognized at the Weekend Media Festival in Rovinj. But we wanted to learn a little more about the project, about the awards, the contest, the creative scene … so we talked with Bojan Hadžihalilović, partner and creative director at Fabrika.
Media Marketing: SoMo Borac award Viral Blockbuster this year went to Fabrika, which has so far been mainly recognizable for the top design and great video spots they provide to their clients. Should we be surprised, or were we not paying enough attention to your digital works?
Bojan Hadžihalilović: First I must say that we are privileged to have Dubioza as a client. We are working together for almost 10 years now. Dubioza is not only a band, but also a big brand. When we create with them, we feel like part of the band – we feel their ideas and energy, which we would love to have with all the other clients we work with.
Free.mp3 project was aimed to establish the philosophy of Dubioza Kolektiv through the viral world, and to speak out in creative and productive sense about the freedom of information, free downloads of music from the internet – in short, it aims to “free the internet”. I would say that in a typical Sarajevo way, a tribute to The Pirate Bay was created, and Kim DotCom even tweeted about the song with the comment, “The Pirate Bay Song, did I hear my name?”
Free.Mp3 music video now has over 6,000,000 views.
Media Marketing: How much space does digital take in your campaigns as a communication channel?
Bojan Hadžihalilović: Every campaign is packaged in digital communication. We often reallocate budgets to digital for clients who still don’t have that concept, and we introduce them to a world in which traditional media are no longer the basis of communication.
Not only is it fun, but it’s also efficient.
Media Marketing: You’ve seen all the awarded campaigns at the SoMo Borac. Is the creative taking precedence over technologies, given the fact that until recently agencies mostly sold technological advances of the internet and social media to their clients?
Bojan Hadžihalilović: Technology today is something that the client is not even interested in. To them it is normal that you function on all platforms that are offered and are popular.
So the essential creativity made a comeback in a cool way. We are back at the beginning – when you have a BIG IDEA, you have to apply it and guide it through the magical world of digital communication. Of course, the key is also in the people of digital departments who have to be creative in technological and tactical pumping of information in the right places, at the right time.
For us in Fabrika things are more fun than ever in this sense. We have switched to FABRIKA2.0 faster than we had hoped for.
Media Marketing: You also attended the presentation of Top 25 BalCannes campaigns. What are your impressions? Where does our creative stand?
Bojan Hadžihalilović:
With some exceptions, I have to say that the audience was quite bored … Which just go to show that today’s advertising is predictable, sluggish, unexciting …
I think the Top 25 BalCannes must change, otherwise it will lose its challenge.
Media Marketing: When we look at the program of the Weekend Media Festival, who has left the greatest impression on you? Did anyone surprise you in particular?
Bojan Hadžihalilović: First of all, I believe this was the best WMF so far. The prevailing notions were innovation, new technologies … Bane Brkljač with the kids was a truly special surprise, and Lazar Džamić nailed it masterfully with the last lecture.