When we launched the CAMPAIGNS WITH A PURPOSE Festival in 2021, we knew the time had come for communication with deeper meaning, for campaigns that not only sell products, but also change the world. What we couldn’t have predicted was just how quickly this topic would become central, not only in marketing, but in society as a whole.
Today, four years later, we proudly celebrate the first milestone: the fifth edition of the festival, and we present our most important innovation yet, for the first time, we are awarding the prestigious GOLDEN GRAND PRIX, an accolade for the campaign that has most profoundly transformed social dialogue and tangibly contributed to improving life for people and the planet.
In this anniversary year, we also see confirmation that a consistent commitment to sustainability is not only an ethical choice, but a key to long-term effectiveness in marketing communication. In a time when ESG principles are becoming the standard for sustainable business, the Festival remains committed to the values that have been its compass from the beginning – social responsibility, purpose-driven creativity, and communication that changes the world.
“From the start, our goal was to recognize, reward, and encourage socially responsible communication. We cultivate values that go beyond business and aim to benefit humanity. Through the festival, we have built a community that believes creativity should serve a higher purpose. The iconic Yellow Pants statuette has become the symbol of that mission. We celebrate five years of success—and we look forward to the next fifty!” says Tijana Adamov Ignjatović, founder of the CAMPAIGNS WITH A PURPOSE Festival and the Yellow Pants Association, the festival’s initiator.
A Festival and Categories that Change the World
For five years now, the Campaigns with a Purpose Festival has highlighted practices that go beyond traditional CSR, responding to the increasingly present ESG framework, focused on environmental protection, social advancement, and responsible governance. In an era where companies are being evaluated more by their impact than by their profit, purpose-driven communication is becoming a strategic tool for building trust and sustainable reputation.
Trust that Lasts – A Jury that Believes in the Festival’s Mission
Since the very first edition, the expert jury, the Honorary Selection Team, has not merely evaluated campaigns; it has embodied the very values the Festival promotes. The jury members come from diverse sectors, but are united by a shared belief in the power of socially responsible communication. Their continued involvement over the years stands as a guarantee of credibility and a testament that the Festival’s values are evolving in the right direction—for people, for communities, and for the future:
- Marija Beslać – Nordeus Fondacija
- Željka Ćirić Jakovljević – UniCredit Bank Srbija
- Sonja Dragojević – New Startegy
- Suzana Đorđević – Hemofarm Fondacija
- Thomas Kolster – Mr. Goodvertising
- Tijana Koprivica – Delta Holding
- Marko Maršićević – MARSH Creative Production
- Marija Mitrović – Trag fondacija
- Dr Galjina Ognjanov – Ekonomski fakultet
- Sanja Rajačić – Banca Intesa Beograd
- Jelena Šarenac – Henkel Serbia i Adria
- Maja Vidaković – Beyond Business
- Dr Tamara Vlastelica – Fakultet organizacionih nauka
- Dragana Živojnović – RTS
Key Dates and Entry Information
The awards ceremony will be held on November 20, 2025, coinciding with World Children’s Day, while the call for entries will open in September.
Partners and Support
In partnership with companies that share this vision, Coca-Cola HBC Serbia and NLB Komercijalna Banka, the Festival continues to be a platform for those who believe that communication can, and must, have a purpose.
The Festival was initiated by the organization “Yellow Pants – Initiative for the Study of Childhood and the Social Responsibility Concept Incubator”, with the goal of promoting communication that brings positive change to society.
