We have embarked on a (marketing) journey across the region! The expert juries of BalCannes, the regional creativity competition, have recognized those who stood out with their creative achievements and granted them finalist status!
So, who has made it to the finals? Starting from March 10, 2025, the Media Marketing portal and the BalCannes Facebook page will reveal two finalist projects daily from Monday to Friday! Since a significant part of our lives has moved to online formats, this year’s BalCannes project showcase will take place on social media – right up until we meet at the Days of Communication. Please note that finalists will be announced in alphabetical order based on project names, so don’t miss the daily updates.
Project Name: #godinazanama | Submitted by: Studio Nexus | Client: Mercator-S | Country: Serbia | Category: I. Market Mosaic: 6. Retail
Project Description:
In 2023, the Super Card recorded over one billion different CRM data points. However, instead of letting these statistics remain just a source of business insights, Mercator-S decided to take an unconventional approach and share these “sweet truths” with its customers.
That’s how #godinazanama was born – a campaign that publicly recapped the past calendar year. By sorting hundreds of data points based on major cities, stores, dates, or food items, we created more than 60 unique visuals, which were distributed across Serbia via digital channels, OOH (out-of-home) advertising, POS (point-of-sale) displays, and the campaign’s website. This allowed people to discover witty insights about themselves, local trends, and cultural peculiarities.
Within just a few weeks, #godinazanama reached nearly 15 million people, with the campaign website garnering over 85.7K visits and an engagement rate of 84%. More importantly, the campaign showcased our unique national character and demonstrated that a large retail system sees its customers not just as numbers, but as people with individuality and spirit.
Project Name: #starifrendovi | Submitted by: Señor | Client: Krugovi – Center for Education, Counseling, and Humanitarian Work | Country: Croatia | Category: III. Positive Change Mosaic: Community Care
Project Description:
Loneliness is one of the biggest challenges faced by older adults. Retirement, children moving to another city, or the loss of a spouse or close friends all contribute to feelings of loneliness, neglect, and isolation.
Older adults who feel lonely are 59% more likely to experience a decline in their physical and mental health compared to those who don’t.
So far, most advertising campaigns addressing this issue have done so from a perspective of pity, with a somber and sorrowful tone. We chose a different approach – one that focuses on the positive aspects of spending time with older people and empowering them. The campaign encourages young people to connect with the elderly, emphasizing how this connection benefits both parties.
Congratulations to the finalists! Only the best among them will receive BalCannes awards and be officially announced during the awards ceremony at the upcoming edition of the Days of Communication, taking place from May 15 to 18, 2025. See you in Rovinj!
