The agency Komunikacijski Laboratorij has won a prestigious award at the international Indie Awards 2025 competition with its campaign “A Story Worth Every Letter.” Competing against the most innovative agencies worldwide, Komunikacijski Laboratorij took home the gold award for the best lifestyle PR campaign in London.
The Indie Awards celebrate the outstanding achievements and impact of independent agencies, recognizing creative excellence in the fields of communication, marketing, and advertising. By winning gold for “A Story Worth Every Letter,” Komunikacijski Laboratorij has once again proven its ability to craft stories that exceed expectations and reach a broad audience. The campaign, which promotes the preservation of the heritage of Međimurska Popevka, surpassed expectations, achieving significant social impact, including the official declaration of Međimurska Popevka Day on November 28. On this day in 2018, Međimurska Popevka was inscribed on UNESCO’s Representative List of the Intangible Cultural Heritage of Humanity.
“We are extremely proud of our role in this project and the powerful social impact of the campaign ‘A Story Worth Every Letter.’ The combination of creativity and excellent coordination has led to outstanding results, and the numerous awards we have won so far only confirm this success. We would like to thank our client Marodi for their trust and the agency Bruketa&Žinić&Grey for their collaboration,” said Manuela Šola, owner of Komunikacijski Laboratorij.
The campaign, created for the client Marodi, a Croatian producer of traditional pasta, aimed to promote the culture and language of Međimurje and the transmission of knowledge across generations. The creative concept of the campaign included a unique collection of five books, each containing alphabet-shaped soup pasta that corresponds to the number of letters in the lyrics of a popevka (a traditional song). The creative idea was developed by the agency Bruketa&Žinić&Grey, while Komunikacijski Laboratorij successfully managed public relations.
