By: Ekrem Dupanović
Photo: Ljubo Bratina
The visual identity of this year’s Golden Drum was quite a surprise for the public due to its originality. Author if visuals was Ljubo Bratina, Art Director of agency Luna TBWA Ljubljana, whom we asked to answer a couple of questions for us.
Media Marketing: You sought the inspiration for the Golden Drum visuals in the slogan of this year’s festival, “Inspired to Inspire”, and in Ljubljana, the city that will host the festival. Seems quite logical and straightforward.
Ljubo Bratina: When creating visuals of this year’s Golden Drum we wanted to do something completely new, something different, something that immediately attracts attention and is affectionate. At the same time it had to reference Ljubljana at first glance – the city to which the festival will move this year – and one of the most recognizable symbols of the city is definitely the dragon. Its wings have become a symbol of inspiration, creativity and success, so we put them on unexpected motives.
Media Marketing: Why are wings added to a bird, a fish, a dog…? Does that mean that we can all soar on the wings of creativity?
Ljubo Bratina: We wanted to create an iconic image that surprises and leaves a deep impression. The conventional use of visual metaphors, which can be “unlocked” as a simple rebus, seemed to us insufficiently ambitious, so we deliberately drew enigmatic, open visuals that transcend unambiguous, denotative meaning and give free way to connotative explanations. If, therefore, someone interprets the visual as “we can all be creative”, it’s a quite legitimate and correct perception. One of the possible, of course.
Media Marketing: On which materials will the visuals of Golden Drum be applied? Are you preparing an integrated campaign?
Ljubo Bratina: Social media, billboards, citylights, ads, buses, direct mail, TV spot, banners and we plan branding of the Ljubljana Castle, parts of Ljubljana…. Many materials. An integrated campaign.
Media Marketing: Do you believe that organizers have made a good decision when they opted to move the Golden Drum to Ljubljana?
Ljubo Bratina: Yes, it’s a great idea. Changes are good, changes inspire. Ljubljana is a city of the original urban creativity, culture, tradition and modernity that can offer festival participants a lot of interesting content and I am confident that everyone will find their inspiration in Ljubljana.
