Due to a sedentary lifestyle and extensive mobile device usage, Croatia is facing a silent pandemic. Nearly half of the population is potentially dealing with spinal health issues without even being aware of it.
Croatia Polyclinic decided to confront this problem. In collaboration with Go2Digital, the agency Bruketa&Žinić&Grey, and Millenium promocija, they used technological innovation as the main tool for disease prevention.
How does it work?
Passersby simply stand in front of a citylight display equipped with computer vision and software that scans their posture. By analyzing the curvature of the neck, mid, and lower spine through eight key points, the system detects potential issues and immediately provides feedback. Results are displayed visually and numerically, with clearly highlighted risk areas. For those identified with irregularities, the citylight instantly offers the option to schedule a physical medicine appointment, encouraging immediate action.
In total, 106,642 people had their posture scanned, 50,521 email addresses were collected in compliance with GDPR, and the number of specialist appointments increased by 46%. The campaign reached 77.92% of Croatia’s population (Sainsbury formula). There were 81.8% more ad interactions compared to the average, and the average viewing time was 804.76% longer—16.9 seconds compared to the usual 2.1 seconds.
A remarkable 97% of participants instinctively corrected their posture during the scan. However, the long-term goal of this campaign is to improve Croatia’s results in the European Health Interview Survey.
With this campaign, Croatia is not only addressing a public health issue – it is redefining the role of advertising in modern society. People used to watch ads, but now, ads watch people.
PROJECT TEAM:
CROATIA POLYCLINIC
Marketing Director: Maja Tucaković
Digital Marketing Specialist: Marta Družijanić
BRUKETA&ŽINIĆ&GREY
Creative Director: Davor Bruketa
Account Director: Roberta Kranjec
Account Manager: Karla Jurič
Art Director: Ivana Momčilović
Interaction Designer: David Asael
Head of Video & Digital Production: Anja Pečovnik
Head of Social Media: Tatjana Komljenović
Video Editing and Animation: Tvrtko Karačić, Danijel Ožaković, Dora Slakoper, Iva Marenić
VFX Compositor: Marino Vuletić / Poster
Case Video Director: Hani Domazet
Director of Photography: Sandro Sklepić
Case Study Script: Davor Bruketa, Peter Ampe, Diego Medvedocky, Costanza Rossi, Nikola Žinić, Siniša Waldinger, Vanja Činić, Karla Jurič, Anja Pečovnik, Tvrtko Karačić
GO2DIGITAL
Project Lead: Dean Udatny
Developer: Hrvoje Bandov
MILLENIUM PROMOCIJA
Senior PR Consultant: Ružica Herceg
CEO: Vladimir Preselj
Media Director: Ana Šimić
Head of Planning: Daria Pernjek Majdak
