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Mojca Briščik: Želimo in potrebujemo festivale kot smo jih vajeni, torej »v živo«.

Hibridna oblika festivala, z možnostjo spremljanja programa preko spleta, zagotovo prinaša dodano vrednost, sploh v danih epidemioloških razmerah, ko je število udeležencev v živo omejeno.

21/09/2021
in Featured, Interview
5 min read

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

Pogovarjal se je: Ekrem Dupanović

Pred kratkim organizirani 29. Slovenski oglaševalski festival (SOF) je bil prvi večji hibridni dogodek v naši regiji. Hibrid pomeni, da ga je lahko občinstvo spremljalo tako v živo, kot tudi preko spleta. Glede na to, kar smo lahko v realnem času videli na spletu, je vse potekalo odlično. Kako pa je dejansko bilo in ali hibrid predstavlja prihodnost festivala, sem se pogovarjal z Mojco Briščik, izvršno direktorico Slovenske oglaševalske zbornice, alfo in omego kompleksnega organizacijskega sistema takega dogodka, ki je bil organiziran v izredno kratkem času in z vsemi omejitvami, ki jih je nalagala epidemiološka situacija.

Media Marketing: Sodeč po vseh komentarjih je SOF v celoti uspel. Kaj je tvoj pogled, si zadovoljna glede na trud, ki ste ga z ekipo vložili, da bo vse best od the best?

Mojca Briščik: Ponosna sem, da nam je uspel podvig, v katerega večina ni verjela! Širša javnost (v resnici) ni vedela kdaj je bila sprejeta dokončna odločitev, da bomo SOF res izpeljali. Zgodilo se je šele 24. avgusta, tj., dobra dva tedna pred samim dogodkom. Do zadnjega smo čakali ali se bo epidemiološka slika v Sloveniji poslabšala in posledično ali bo Vlada RS zaradi tega zaostrila razmere in prepovedala organizacijo večjih dogodkov. Na našo srečo se to ni zgodilo in z zavedanjem, da je to »zadnji vlak«, da izpeljemo 29. SOF, smo dobesedno skočili nanj in upali na »čim manj turbulentno ter predvsem varno vožnjo«. Na voljo smo imeli samo 16 dni časa, da izpeljemo festival. Ko me danes kdo povpraša kako nam je uspelo, je odgovor preprost – s trdim delom in pozitivno naravnanostjo celotne festivalske ekipe in iskreno željo po uspehu.

Nikoli nisem izkoristila priložnosti, da bi se poimensko zahvalila ožji ekipi in upam, da mi vaši bralci tega ne bodo zamerili; hvala Ani Predovič, Marjeti Šuper, Petri Prelog, Poloni Simšič, Ani Ivandić, Kristini Bogataj, Tini Kramar in Tajdi Koblar; hvala Upravnemu odboru SOZ – Špeli Žorž, Urbanu Korenjaku, Mojci Avšič, Saši Leben, Jani Štokovič, Petri Čadež, velika hvala producentu Hiši Vizij, še posebej Zoji Bevc, ki je z ekipo v pičlih 16 dneh betonsko halo z zunanjim atrijem z več kot 3.000 m2 površine spremenila v festivalsko prizorišče in tako postavila nov mejnik in tako navdušila slehernega obiskovalca ter agenciji The Events, pod vodstvom Marije Marđonović. Zahvala gre tudi ekipi iz DROM agency, za komunikacijsko podporo, ter Futuri DDB za festivalsko podobo. Hvala tudi vsem oglaševalskim agencijam, ki so prijavila svoja dela v teh res zahtevnih časih in govorcem, ki so dali težo festivalu.

Sicer pa ne morem niti mimo vseh partnerjev in sponzorjev, ki so nas nesebično podprli. S tem dejanjem niso podprli samo festivala in Slovenske oglaševalske zbornice, temveč več – podprli so stroko, ki pomembno vliva na razvoj industrije v našem prostoru!

Media Marketing: Iskreno, si zadovoljna z vsemi ocenami žirije. Si je po tvojem mnenju katero od del zaslužilo nagrado, a je ni dobilo? Vem, da je težko odgovoriti na tako vprašanje, pa vendar …

Mojca Briščik: Odgovornost, ki jo prevzame festivalska žirija je velika, prav zato STP (Svet tekmovalnega programa) pri vsakoletni sestavi žirije deluje zelo strokovno. Gre za izkušene predstavnike stroke, ki so po svojem strokovnem znanju in profesionalnih izkušnjah kompetentni za oblikovanje dolgoročnejše strategije tekmovalnega programa SOF ter izbor strokovno neoporečnih in nepristranskih članov in predsednika žirije vsakokratnega festivala. In zelo pomembno – razumejo in imajo profesionalne izkušnje tudi na področju snovanja kreativnih in komunikacijskih strategij. Prav zato posamezniki, ki so po njihovi oceni kompetentni, da sedejo za žirirno mizo, tudi so.

Vsled zapisanemu nikoli nisem podvomila v strokovno presojo članov žirije. Do vseh gojim veliko spoštovanje in ob tem trdno verjamem, da so bile vse odločitve pretehtane, argumentirane in posledično sprejete s konkretnimi razlogi.

Tako STP, ki se mu je iztekel mandat, pod vodstvom Petre Krulc, kot strokovna žirija z vsemi pridruženimi člani in žirija Mladih kreativcev, obe pod vodstvom Aljoše Bagola, si s strani Slovenske oglaševalske zbornice zasluži iskreno zahvalo.

Media Marketing: Katero predavanje je nate pustilo največji vtis?

Mojca Briščik: To so bila predavanja Mladih kreativcev, ki so otvorili letošnji SOF. Vsi trije pari – Lucija Lepšina in Klemen Vodopivec , Agencija 101 (letošnja zmagovalca natečaja), Miha Avsenik in Nino Bavčar, Futura DDB, ter Eva Gjörek in Aleš Krdžić, Pristop – so krstno stopili na tako velik oder in bili pri tem zelo uspešni. Energijo in svežino, ki so jo prinesli s seboj je bila nalezljiva in prav zato verjamem, da je prihodnost naše industrije v odličnih rokah.

Ob tem pa me veseli, da smo v letošnjih izjemnih razmerah uspeli ponuditi mladim kreativcem priložnost, ki pa bo nemara v bodoče postala celo stalnica.

Media Marketing: Si zadovoljna z udeležbo preko spleta in predvsem kakšen je tvoj pogled na tovrstno (hibridno) izvedbo festivala? Manjši stroški, a večja možnost ogleda, cel svet lahko v takem primeru spremlja festival.

Mojca Briščik: Hibridna oblika festivala, z možnostjo spremljanja programa preko spleta, zagotovo prinaša dodano vrednost, sploh v danih razmerah, ko je število udeležencev v živo omejeno.

Strinjam se, da na tak način doseže širši krog slušateljev, a vseeno ne gre pozabiti, da so festivali stičišče znanj, stroke, mesto izmenjave mnenj, kot tudi navdiha, ki prinaša in ali služi kot platformi za nove poslovne priložnosti. Festivali so tudi kraj druženja, ko srečamo kolege, ki jih pri vsakodnevnem tempu ne uspemo, so kraj kjer lahko zmagovalcem stisnemo roko in jim iz oči v oči čestitamo za izjemne dosežke. Tega preko spleta preprosto ne moremo doživeti. In predvsem zaradi slednjega, ker smo socialna bitja – bitja odnosov, verjamem, da si želimo in dejansko potrebujemo festivale kot smo jih vajeni, torej »v živo«.

V kolikor pa bomo primorani sprejeti dano realnost socialne distance in ohraniti hibride z omejenim številom udeležencev v živo, kar pa iskreno upam, da se ne bo zgodilo, pa bomo primorani tudi re-definirati festivale per se.

Media Marketing: Odhajaš zdaj na zasluženi dopust?

Mojca Briščik: Že nekoliko krajši delovniki so zadostovali, da so se baterije napolnile (OP. smeh). Na SOZ-u smo namreč že v polnih pripravah na jubilejni 30. SOF. Za novo podobo bo ponovno poskrbela Futura DDB – skupaj z Žaretom Kerinom, osrednjo temo pa bodo letos razkrili kolegi upravnega odbora pri Slovenskemu združenju oglaševalcev. V kratkem pa bomo predstavili tudi novi STP (Svet tekmovalnega programa), ki bo imel pomembno vlogo pri prenovi tekme ob 30. letnici SOF-a. Skratka, ni bilo ravno veliko časa za oddih (smeh).

Sicer pa je naša edina želja za 2021, da se prihodnje leto srečamo na morju, v Portorožu in tako v vsej veličini kot se pritiče jubileju obeležimo 30. SOF.

Tags: Slovenski oglaševalski festival
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