CTA komunikacije won a new international award, IPRA – Golden World Awards for Excellence, the world’s most important recognition in the field of public relations. The Croatian agency has been awarded for the seventh time, this time for the campaign Najljepša priča iz prirode, created and implemented for the natural mineral water Cetina.
The campaign won in the Integration of Traditional and New Media category, with the jury recognizing the way television, digital channels, social media, experiential activations and auditory content were brought together into one communication story. At its center was not a classic product narrative, but the nature from which Cetina comes.
Instead of having the water explain itself, the main voice was given to Dinara Nature Park. The sound of wind, birdsong, the murmur of water and other sounds of the landscape became the basis of a visual-auditory experience built on ASMR, or sounds that create a feeling of calm and relaxation for part of the audience.
After the television spot, the campaign also received the first Croatian podcast in which nature has the role of host. On social media, audiences could hear melodies created through biofeedback technology, which turns the electrical signals of plants into sound. Part of the campaign was also the Gratitude Journal, developed in collaboration with psychologist Jelena Čubelić, as a guide for stepping away from everyday noise and returning to simpler, calmer moments.
The final part of the campaign moved into Zagreb’s Grič Tunnel, which was transformed into an ASMR experience of Dinara. The passage through the city center became a space of silence, sounds of nature and a short escape from the city bustle. In five days, the experience was visited by 11,532 people, which is more than twice the daily number of visitors of the most visited museum in Zagreb in 2024.
“This award is a great recognition for the entire team, which showed that the best communication campaigns are created when a creative idea is consistently carried out through every communication channel. With Najljepša priča iz prirode, we did not want only to tell a story about water, but to enable people to experience it with all their senses,” said Gordan Turković, executive director of CTA komunikacije.
Alongside CTA komunikacije, partners Vertigo Media, Domagoj Kunić, 2Dizajnera, FAKAT and DD Video Lab also worked on the campaign.
