Marking the tenth anniversary of the Solidarna Foundation, the creative agency I TO NIJE SVE! and the production company Moglo have presented the “Change the World” campaign, their biggest and most demanding project to date. The campaign was carried out entirely pro bono, through the joint work and support of more than a hundred experts from the creative and film industries.
The campaign’s hero video premiered at the Foundation’s anniversary event, while the official launch and communication about the funds will follow in January across Solidarna’s channels. The campaign was created to mark ten years of the Solidarna Foundation, a decade in which, through its programs, it has provided support to thousands of people whose lives have been meaningfully changed by that help.
Creativity with purpose
As Stella Bogovac, Creative Director at ITNS, pointed out, the Solidarna Foundation gave the team a clear brief at the start of the project and then placed great trust in them. From the very beginning, it was clear that the goal was not to create a classic retrospective, but a manifesto, a creatively shaped interpretation of the Foundation’s mission and an invitation for people to join its support.
The campaign rests on a simple but powerful message: solidarity is not a one-off act, but a system we build through everyday choices, gestures, and small yet meaningful actions. The creative idea was developed from the concept “Solidarity is a system,” which emphasizes that change begins with those small, concrete gestures that set off a chain of goodwill.
Five directors, one message
The campaign is signed by a directing collective of five Croatian authors – Marcella Zanki, Judita Gamulin, Bruno Anković, Renata Lučić and René Gallo – each of whom contributed their own perspective to the shared creative concept. The visual cohesion of all the stories was crafted by director of photography Ante Cvitanović, who blended five distinct authorial poetics into a unified and powerful narrative, highlighting that this harmonization of different approaches was the most interesting part of the process for him.
Stories that change someone’s world
The hero video of the “Change the World” campaign is composed of five stories inspired by real people and real events, showing that solidarity does not manifest in grand gestures, but in small moments that can brighten someone’s day, and sometimes even change a life.
“Working on this campaign was a rare combination of professionalism, open dialogue, and an authorial approach that does not simplify reality but carefully interprets it,” said Aida Riđanović on behalf of the Solidarna Foundation.
Instead of emphasizing slogans or declarative messages, the campaign focuses on ordinary people and their subtle but meaningful acts of support – moments that clearly show that solidarity is not an abstract idea but concrete action, the very kind of stories that form the core of the Solidarna Foundation’s decade of work.
Five days of filming and ten days of post-production were led by the Moglo team: Sara Horvatić and Saša Makšan, under the editing direction of Marko Knezović. “‘Change the World’ is not an advertisement – it is an audio-visual story. Merging five completely different styles into one whole was challenging, but it is precisely this collaboration that makes the campaign special,” said Knezović.
