Croatia Poliklinika, Go2Digital, the Bruketa& agency, and the Millenium promocija agency won Clio Silver in the Out of Home – Interactive/Experiential category for a campaign that responded to the silent pandemic of spinal health problems – Stand Up Straight.
The Stand Up Straight project has already won a number of global and local recognitions, including two shortlist placements at the Cannes Lions festival, a Red Dot Award, a shortlist placement at the D&AD, a Merit at the ADC Awards, a shortlist placement at the Cresta Awards, the Grand Prix and gold at the Saniss Awards, and the WOO Creatives Award.
The Clio Awards, founded in 1959, is one of the world’s most influential programs recognizing creativity in advertising, design, and communications. Every year, the awards are decided by an international jury composed of leading industry experts.
The Stand Up Straight project was developed based on research indicating that Croatia is facing a silent pandemic due to sedentary lifestyles and the extensive use of mobile devices. Almost half of the population may potentially be dealing with spinal health problems without being aware of them at all. Croatia Poliklinika decided to confront this problem. In collaboration with Go2Digital, the Bruketa& agency, and Millenium promocija, they used technological innovation as the main tool for disease prevention.
How does it work? Passers-by simply stand in front of a citylight equipped with computer vision and software that scans their posture. By analyzing the curvature of the neck and the middle and lower parts of the spine through eight key points, the system detects potential problems and immediately provides feedback. The results are displayed visually and numerically, with risk areas clearly highlighted. For those in whom irregularities are detected, the citylight immediately offers the option of booking an examination with a physiatrist, encouraging an immediate response.
The official awards ceremony was held on Wednesday, June 10, 2026, in New York.
