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  • Vijesti

    Wüsthof Sharp Systemic Brand Identity with Gigodesign wins Red Dot Award

    How to win a Grand Prix in Cannes?

    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

    Lokomotiva and SentecaCommerce signed a partnership for 12 European markets

    Virtual Drumming with Fernando Machado, Karolina Galácz, and Thomas Kolster

  • Tema sedmice
    daljinski-naslovnica

    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

    Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

  • Kolumna

    Sponsors? What that?

    misa-naslovnica

    Miša Lukić: What can start-ups learn from sperm?

    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

    The Advertising Industry: From Alchemists to Distributors and Back Again

    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

  • Dnevnik

    Diary of a Methuselah #176 Will our industry come out of this better and smarter?

    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

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    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

  • Tri pitanja

    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

    francis-ingram-naslovnica

    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

    3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

    Three questions for Petra Krulc, Senior Vice President of Celtra

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Art Directors Club of Europe recognises 4Creative’s “We are the Superhumans” with Creative Distinction Award

The ADCE Creative Distinction is a new award for creativity with a profound social and cultural impact

17/03/2017
in News
3 min read
Art Directors Club of Europe recognises 4Creative’s “We are the Superhumans” with Creative Distinction Award

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

How do you top a D&AD Black Pencil winning campaign that not only put the Paralympics on the same level as the Olympics, but fundamentally shifted perceptions of people with disabilities on a national scale?

Many creative directors could retire happily after such first success, but 4Creative’s follow-up to 2012’s iconic Meet the Superhumans quickly proved to be an even greater force for good than anyone could have ever hoped, making it a fitting and deserved winner of the 2016 ADCE Creative Distinction Award.

The Creative Distinction is a special individual honour, created to recognise the most inspirational examples of creativity, which has had an outstanding societal impact. For We are the Superhumans, outstanding may not even be enough to accurately describe its incredible impact, and the ADCE was on hand this week to present the award to 4Creative’s Chris Bovill and John Allison in person:

“The original Meet the Superhumans was advertising at it’s most powerful and emotive and I would have thought almost impossible to follow,” commented Dara Lynch (ADCE Board Member and D&AD COO). “Yet 4Creative has exceeded all expectations. Where the original was all about strength and determination, and getting the Paralympics on the map, last year we saw the full spectrum of disability happily competing in sport, but more than that, they are flawlessly doing everyday things.

“In some ways this makes it a much more powerful message, celebrating our differences doesn’t just mean the athletic super humans, its all humans overcoming adversity to live normal lives”.

We are the Superhumans

It all began after the conclusion of the London 2012 Olympic and Paralympic games, when the dust had settled and 4Creative’s Meet the Superhumans was picking up plaudits and awards all over the globe. Surely there had to be a follow-up in four years time?

Generally sequels are always considered much tougher, especially without the luxury of the games being in London for the first time in 64 years. Instead, it would be a Rio Paralympics beset by all kinds of negative press and a UK audience with much less reason to tune in.

But rather than simply look to repeat what had gone before, 4Creative’s solution was to turn the original brash, confident tone into a celebratory one. Soundtracked by a cover of Sammy Davis Jr’s “Yes I Can”, the three-minute film brings in people with disabilities from all walks of life.

It not only connected those who often feel excluded from society, it put them on a pedestal. From the iconic, defiant message of arrival in 2012, followed a masterful transition that revealed a bigger class of superhumans that we see around us every day.

“We’ve been watching politicians in the House of Commons cry and received emails from young disabled kids saying how inspiring it is,” said 4Creative’s Chris Bovill and John Allison, reflecting on the campaign. “It has given team GB a boost out in Rio and it’s on the national curriculum.

The Creative Distinction

Decided upon by the ADCE board, comprised of representatives from each of the 20 member clubs from across Europe, the Creative Distinction exists outside of the traditional ADCE Awards programme. Work from the full calendar year is considered, can come from any discipline, and both commercial and non-commercial work is eligible. The sole criterion is that it must reward a creative idea with significant cultural and societal impact.

For 2015, the inaugural award was given to French illustrator Jean Jullien, whose “Peace for Paris” design became a global symbol for unity, solidarity, and defiance in the wake of the French terror attacks.

Tags: ADCE
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