SoMo Borac 2025 is already a few weeks behind us, but the impressions still haven’t faded, especially at Imago Ogilvy, which has once again confirmed its status as one of the most awarded creative agencies in the region. In a time when digital platforms and artificial intelligence are reshaping how brands communicate with audiences, Imago Ogilvy successfully balances between data and emotion, between algorithms and authentic stories. Their campaigns prove that relevance in marketing today comes from understanding people, not merely from following trends.
In our conversation with Nela Fegić Moguljak (Executive Director & Head of Digital), Dina Dretvić (Executive Director & Head of Creative Strategy), and Darko Bosnar (Chief Creative Officer), we discover what the process behind award-winning campaigns looks like, what drives their team, and how they turn technology into a tool that amplifies the power of a good story.
Congratulations once again on an impressive streak of awards at this year’s SoMo Borac! How do you feel after all the recognition, has the euphoria settled?
Thank you for the congratulations! The euphoria has settled, but the good feeling is still there. Honestly, it’s always nice when the industry recognizes your work, especially when you know how much effort went into each campaign. But to be honest, celebration doesn’t last long here, we quickly returned to our daily routine and new projects.
The “Moja veza” campaign for Hrvatski Telekom won first place in the SoMo Content category. Can you tell us how the idea was created and what the key challenge was in making it happen?
The key challenge of the campaign was digital literacy among the older population and breaking down barriers in using technology. The idea was born out of the need to bring technology closer to those who need it most, such as older people who never had the chance to learn digital skills earlier in life, through emotional and real-life stories and practical support.
We realized that older people rarely enjoy reading technical instructions and user manuals, but on the other hand, they love the format of tabloids and entertainment magazines. That’s why the stories about using technology were presented in the form of a tabloid magazine, which brings complex digital topics closer through interesting, everyday, and entertaining articles, without technical jargon. This format made it possible to communicate even the most complex tech themes, like online safety or using apps, to older audiences in a way that is familiar, relaxed, and motivating, creating a bridge between generations.
“Posljednji Guc Guc” for Studena dominated in multiple categories, SoMo Video Impact and SoMo Growth. What do you think made this campaign so successful?
Studena has stood out at festivals for years, and we believe the reason lies in its bold and unconventional communication style. As a true challenger brand, Studena talks about hydration, the main benefit of all waters, in its own, different way. The same approach was applied to the “Posljednji Guc Guc” campaign. We found inspiration in the familiar phrase “I’m going to die of thirst,” and turned it into a simple, humorous reminder to hydrate. And is there a better way to tell people not to “die of thirst” than through wailers – an emotionally charged, culturally relevant part of Balkan mourning traditions? The situations are intentionally exaggerated, darkly humorous, and a bit edgy, but that’s exactly why the campaign manages to capture consumers’ attention.
In addition, we also created the “Otkrij toplu vodu” campaign with Studena, which also won a SoMo trophy, another proof that even hydration and slightly irritating attached caps can be communicated with humor, yet still intelligently.
With Erste & Steiermärkische Bank you won awards for SoMo Social Strategy and SoMo TikTok. How did you approach TikTok as a communication channel, and how different is the creative process compared to classic platforms?
TikTok is a very specific network. Fast, dynamic, with a strong emphasis on two-way communication. To create anything (good) for TikTok, we have to truly “get” what entertains people on TikTok, and to discover that, we have to dive deep into the rabbit hole of short videos and endless comments. An extra challenge was the fact that the client is a bank. We had to define how Erste could enter this chaotic conversation without sounding like an ad, while still staying on-brand.
When we started creating content for TikTok, everything we knew about classic campaigns was put on hold, because best practices for a beautiful image campaign simply do not work on TikTok. The creative process is much more spontaneous, with more brainstorming, testing, and reacting to trends, and less perfectionism. We adapted the tone and visual style of communication so we could blend into the TikTok feed, where authenticity and momentary relevance matter more than production perfection. We don’t see TikTok as just another media channel, but rather as a separate communication language that requires quick adaptation, creative spontaneity, and constant interaction with the audience.
And lastly, but certainly not least, props to the client who was brave and supported us in being “serious but not serious,” allowing us to adapt the tone of communication to this specific network and its audience. Without that, this success would not have been possible.
The “Bolje stati, nego zaspati” campaign for INA brought innovative use of artificial intelligence for socially responsible purposes and won recognition in tech and digital categories. What results and reactions did the campaign generate?
Fatigue is, along with alcohol, one of the most common causes of traffic accidents. With 400 rest stops across Croatia, INA is the ideal place to take a break on the road. We highlighted this problem by using AI tools to create dozens of original songs in different genres carrying the message: Better stop than fall asleep. Through various media, we targeted drivers who listen to music while driving. We also targeted passengers with special songs. The campaign was carried out during the holiday season, when people travel more across Croatia. Our strategy was to ensure that drivers across the country would hear our songs through smart media placement, using YouTube, Spotify, Meta & radio.
In the campaign, we covered the most common media people use to listen to music in their cars – YouTube, Spotify, and radio. On YouTube, we targeted drivers on highways according to their preferred music genre. Near rest stops, we targeted them with songs directing them to rest at that specific location. We also promoted the campaign on Spotify. On Instagram, through reels, we targeted areas near highways with songs for passengers. Through radio ad buying, we covered all of Croatia, with each radio station receiving a specially customized song in its typical genre. To bring attention to the campaign, we also engaged influencers and PR.
How does Imago approach integrating technology and storytelling, how do you balance technological innovation with an emotional story that resonates with people?
At Imago, we see technology as a powerful tool that supports creativity and storytelling, but it should never overshadow the story itself. We integrate technology by using it to amplify emotional connection and content relevance, allowing the message to reach audiences more deeply. The balance between technological innovation and emotional storytelling is achieved through careful listening to the audience and focusing on authenticity, where technology serves as support, not the main goal, creating campaigns that are both innovative and human.
After these successes, where do you see Imago Ogilvy next year? Are you already working on projects that could “sweep” the next SoMo?
Behind this success lies very hard work and effort. We know that if we want to keep pushing boundaries, we cannot take things for granted, we need to roll up our sleeves again and simply get to work. What truly matters to us is working on projects that solve real problems for our clients, bring change, and at the same time connect the brand with consumers, whether by making them laugh, entertaining them, or revealing something new. At Imago, we look at every project as having award potential, because there is something special in each one, you just have to recognize it and package it in a way that gets noticed and delivers results.
We are lucky to have people who are genuinely passionate about what they do, and we believe that good energy is felt in everything we create. The road to a solution can involve everything, arguments, complications, restarts, but that’s exactly what drives us to move forward and find the best possible answer. And awards? They come as the cherry on top, not essential, but always nice.
How do you see the development of marketing in the region in the coming years, and what do you consider key for a brand to remain relevant?
Marketing in the region is moving toward understanding us better than our own parents. Personalization will be key in the entire process. But what we must be careful about is that brands stay “human” and don’t sound like a robotic voice from a farm in Silicon Valley. To maintain the connection with consumers, we need to remain authentic, reliable, and occasionally unexpected. In other words: we absolutely need to use the latest technology, but we must not forget that people still love a good story they can relate to, one that makes them laugh, cry, and reminds them they are still human.
