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  • Vijesti

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    How to win a Grand Prix in Cannes?

    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

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  • Tema sedmice
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    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

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    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

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    Irena-naslovna

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    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

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    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

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Imago Ogilvy: Boranka – a strongly rooted campaign

Ashes that remained after summer forest fires was used to create black graphite that was used as a unique ingredient in new charcoal pencils dubbed Boralice

06/09/2018
in News
3 min read
Imago Ogilvy: Boranka – a strongly rooted campaign 1

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

Boranka campaign was launched yesterday – the largest volunteer action on reforestation of burned areas in Croatia. Agency Imago Ogilvy has devised a visual identity and communication campaign for this great socially responsible project of the Croatian Scout Association, and the illustrations were done by BooBoo, the famous Croatian illustrator who lives and works in Berlin.

Within the campaign, ash that remained from trees burned in the summer fires across Croatia were used to make black graphite that was then used as a unique ingredient in the production of charcoal pencils dubbed Boralice.

Through the print edition of 24sata newspaper, over 100,000 of these pencils will be distributed to readers from September 14, 2018. With their own Boralica, readers will draw their own trees, take a photo of the drawing and post it on the website www.boranka.hr, and thus participate in the creation of a virtual forest. The more this virtual forest grows, the more real saplings will be planted by volunteers at fire sites around Split and Solin.

Imago Ogilvy: Boranka – a strongly rooted campaign

In this way, symbolically, the burnt black coal is used to create a new tree, and return the green color to the charred forests. And there lies the beauty of Boranka campaign, which brings life back to the fire affected areas.

The website was created by the Degordian agency, and the biggest sponsors of the project are: Tele2, OTP Bank, Karlovačko Beer, Arriva and Karbon, which made the Boralice pencils. The media sponsor is 24sata.

“This is a type of campaign where we will integrate online and offline world. Namely, most of campaigns deliver their message through a told story, which is most often intangible. In this campaign, however, we used trees burned in fires to create black ash that was used as a unique ingredient in creating charcoal pencils called Boralice. In this way, through our campaign, we will enable people to get their hands dirty with the ashes of charred forests, and to physically feel on their own skin the message of the campaign, and become part of it,” explained Darko Bosnar, creative director at Imago Ogilvy.

Imago Ogilvy: Boranka – a strongly rooted campaign 2

“When a great project, great team, and good creative idea get matched, then everything is possible… even turning black coal into a green tree. This is one of the most useful and beautiful campaigns I’ve ever worked on,” said Igor Mladinović, Creative Director at Imago Ogilvy.

“This campaign gives us the opportunity to include thousands of volunteers in reforestation activities, and for many this will be the first time to plant a real tree. For us scouts, preservation of nature and afforestation actions are in our blood, because we know that anyone who planted a tree at least once will surely have a better attitude towards nature and the environment. We are glad that a large number of partners and sponsors have recognized the value of this project and that this will be one of the largest volunteering campaigns in Croatia’s history,” said Dan Špicer, Business Director of the Croatian Scout Association.

Tags: Darko BosnarIgor MladinovićImago OgilvyImago OgilvyImago Ogilvy
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