Drugi jezik na kojem je dostupan ovaj članak: Bosnian
The new campaign created for CERT.hr (part of CARNET) by the Señor agency warns of the danger of reckless use of the Internet.
Every day, a large number of people in Croatia fall victim to some kind of online scam, and the main reason is their naivety.
Inspired by this insight, this campaign features the great Croatian naïve people who, because of their naiveté, have become victims of some of the internet frauds and through their stories educate the public.
The campaign is also a kind of homage to the Croatian naïve art. After the idea of naïve victims from Croatia was born, the celebrated 20th century art style imposed itself as the perfect source of inspiration for the art director and visual set-up in the campaign.
Combining communication that deals with the digital topics with the naive painting style, the agency achieved a more engaging campaign and unique visual experience that draws more attention.
Execution was particularly important for this idea. Señor didn’t want to take the easy way out, so the visuals and the TV spots were created through a several-month process in which the well-known Croatian illustrator and academic painter Vedran Klemens painted image by image in the specific style, which were then animated to create a unique animated short. The whole experience is rounded up by original music by Dubravko Robić.
“Just like naive painters, our internet users are also self-taught, but in the online world. In three months, Vanja and I were forced to become self-taught art historians, assessing every day whether a flower, a hill or a t-shirt on a character is naive enough,” said Jurica Ćorluka, creative director at Señor.
The second film of the series will come soon, but by then you can watch the video about Josip below, and then read stories about other great naïve people of Croatia at naivci.hr.