The 34th Slovenian Advertising Festival (SOF) was held on May 15 and 16 at the attractive Grando Salt Warehouse location in Portorož. It was, quite certainly, the best edition of the Festival so far, which is why the audience dubbed it the “SOF of the decade.”
In recent days, we reported on the awards and lectures, and now we bring you an interview with Mojca Briščik, Director of the Slovenian Advertising Chamber and SOF, to round off the story of the most important annual event in the Slovenian advertising industry.
The audience called this year’s SOF the “SOF of the decade.” Why? What was the key factor?
Mojca Briščik: The success of this year’s SOF was the result of a blend of several factors: the new venue (a 19th-century salt warehouse covering nearly 5,000 m²), a revamped competition program now based on three pillars (creative, media, and business), outstanding speakers, and a lively evening entertainment program – including a rock concert by Siddharta. All of these elements significantly contributed to the Festival regaining its true “vibe.”
This year, we proved that SOF is the heart of the Slovenian advertising industry! It remains the largest and only relevant national festival that brings together the entire Slovenian advertising sector – advertisers, media, and agencies – in one place.
It’s a space where difficult topics are not avoided, but addressed. A place where new connections are formed, professional ties are strengthened, and – ultimately – where people can unwind and relax. Because in an industry that’s changing rapidly, we all deserve a moment of pause.
If this is truly the SOF of the decade, does that mean the Slovenian advertising industry has made great progress?
Mojca Briščik: The label “SOF of the decade” refers to the Festival itself. That’s how this year’s SOF was experienced by its participants. The Grando Warehouse certainly played a big role in that – a space with a raw industrial character that preserves the spirit of former workers’ architecture, infused with elements of contemporary creativity. It’s a place where history and modern creative energy meet in an authentic urban setting.
And that’s SOF! Especially in times when everything is changing so fast, SOF remains a constant that keeps the Slovenian industry together – something I’m extremely proud of.
The advertising industry in Slovenia is evolving – both in terms of creativity and technological sophistication. We’re seeing progress, but also challenges. That’s exactly why SOF is so important: because it connects us, provides a space for inspiration, and enables honest dialogue.
It’s not just about celebrating the best campaigns, but also about exchanging opinions – even disagreements – which is crucial for a healthy and growing industry. Its “superpower” lies not only in rewarding and showcasing top campaigns, but in uniting all stakeholders in the advertising triangle through open trialogue.
SOF thus remains a space where the industry not only presents itself but also reflects and strengthens. No matter how advanced technology becomes, the human aspect – connection, inspiration, and honesty – is what drives things forward.
Are you satisfied with the quality of the submitted works… and with the jury’s decisions?
Mojca Briščik: I trust the jury. For me, it’s a no-brainer! I’m not in the role of a judge – but I believe the jury is the voice of the industry. And sometimes that voice must say things some may not want to hear: that a certain piece of work simply doesn’t meet the standards. We all know that’s not easy, but it’s absolutely necessary.
And that’s precisely why the jury deserves recognition. Sitting in a jury seat is no piece of cake, so honestly – hats off to the SOF jury!
Is there anything you wish had been different?
Mojca Briščik: A lot of little things (laughs)… but considering that, on top of everything, we were lucky with the weather and had sunshine both days – I can only be grateful and, in this case – keep quiet (laughs).
What left a special impression on you, what’s the first thing that comes to mind when you think of SOF?
Mojca Briščik: When I think of SOF, a collage instantly plays in my mind: morning coffee by the sea, a glass of wine after lunch on the boat Laho in front of Grando, smiling faces, sunshine, and the unforgettable X party with Siddharta until 4 AM.
It’s not a festival where you just sit quietly in the corner listening to lectures. SOF is a place where brainstorming happens on a deck chair, in the sun, and where you might hear words like ROI, AI, insight, and gin & tonic – all in the same sentence.
And one more thing: SOF never lacks inspiration, honesty, sea salt in the air, and that feeling that we are – if not in paradise – then at least in Portorož, just a step from the water! (laughs)
Is there anyone you’d especially like to thank – your team, the SOZ Board, sponsors…?
Mojca Briščik: Thanks to Ekrem for the opportunity, thanks to my team, the Board, STP members, presidents and SOF jury, Europlakat for the Siddharta concert, all SOF partners – there were 91 of them – the Municipality of Piran and the Piran Tourist Board, and the production company Paideia.
Will SOF stay at the Salt Warehouse next year as well?
Mojca Briščik: SOF will remain at the Grando Warehouse for at least the next two years! An agreement with the Municipality of Piran has been reached, so we’ll meet again on May 14 and 15, 2026, and again in mid-May 2027.
The 35th SOF will bring some new surprises – especially now that we’ve become well-acquainted with the new venue – all 5,000 m² indoors and the outdoor space too. How many boats and yachts can we moor along the pier – you’ll count that next year when we meet again in Portorož.
We’re already looking forward to the next SOF, and we’re in full preparation mode for the Golden Drum, which will be held on October 13 and 14, 2025, at the Grand Hotel Bernardin.
So – see you this autumn!
