The Croatian project Your Posture Is Your Future, developed for Croatia Polyclinic, has reached the finals of this year’s MIXX Awards Europe in the Creative Data Storytelling and DOOH / OOH categories. The project was created in collaboration between the agencies Bruketa&, Go2Digital and Millenium promocija, each of which is also among the ten finalists for the Creative Agency of the Year title.
Croatia also has representatives in the individual categories. Davor Bruketa from Bruketa& has been nominated for Creative Director of the Year, while Ivana Momčilović is a finalist in the Art Director of the Year category.
The project, presented on the Croatian market under the name Ispravite se, uses digital outdoor displays to draw passers-by’s attention to poor posture. The system recognises the body position of the person standing in front of the screen and displays a personalised message encouraging them to straighten up. The campaign was previously shortlisted in two categories at Cannes Lions and won Silver at the Clio Awards.
“The two MIXX Awards Europe shortlists are particularly valuable recognition for us because they confirm what we have aimed for from the very beginning – that technology in healthcare has the greatest value when it can provide concrete help to people. The project ‘Ispravite se’ was created in response to a real health problem and with the aim of encouraging people, in a simple way, to become aware of their own posture and take the first step towards change,” said Maja Tucaković, Marketing Director at Croatia Polyclinic.
She added that this recognition continues a series of international successes for the project, which was previously shortlisted in two categories at Cannes Lions, won Silver at the Clio Awards and received a number of other global awards. According to her, the results achieved across different international platforms demonstrate that an idea developed in response to a specific problem can also be relevant beyond the market in which it was created.
This year’s MIXX Awards Europe spans 24 categories, with the submitted work assessed according to strategy, creativity and results. The Gold, Silver and Bronze winners, as well as the Grand Prix winner, will be announced on 8 October at the ceremony in Amsterdam.
