Drugi jezik na kojem je dostupan ovaj članak: Bosnian
By: Media Marketing team
Each year Donald Gunn publishes his Gunn Report – a book featuring the most successful campaigns, brands, agencies and advertisers of the year. Donald has his own recipe for scoring the awards from around thirty most relevant festivals in the world, and based on these criteria he ranks campaigns, brands, agencies and advertisers. This is perhaps the most important project in the advertising industry because the Gunn Report clearly influences the value of shares of advertising agencies on stock exchanges.
We may be the only one in the region to have all the indicators on the basis of which we could measure the success of the campaigns created by agencies from the Adriatic region. We have a complete Creative Portfolio (a book to be printed out at the end of this or early next month) with 179 campaigns that won national awards (SOF, Days of Communication, UEPS Awards) and regional (Golden Drum, BalCannes, Sempler) festivals. If we add the information we have about the awards won in the world (Cannes Lions, Eurobest, Red Dot, etc.), then we can say that we have at our disposal all the information on which we could declare the ten most successful campaigns. We also arranged festivals according to their importance, scoring them, and ranking campaigns accordingly. We don’t have a perfect mechanism like Donald Gunn, but neither did he in his first year. When he was in Sarajevo 14 years ago as a guest of the No Limit Sarajevo Advertising Festival to present the Gunn Report, I talked to him. I understood his basic idea and on that basis I tried to make a regional ranking. We also invited a couple of our friends from the industry to say what they think of this way of assessment and we have received their positive opinion.
This is a completely independent story. There were no registration fees, no applications. We evaluated exclusively those campaigns that were officially awarded at one of the festivals in the region. There was no official jury composed of creatives who could share points among each others. We were completely unbiased in our evaluation. We spent two weeks of whole-day work to come up with the most relevant assessment system, and we firmly stand behind our decisions.
Therefore, according to Media Marketing editorial team, we bring you the ten most successful campaigns in 2017.
1. The One; Agency: New Moment New Ideas Company; Client: Međureligijsko vijeće Bosne i Hercegovine
BRIEF: The Inter-religious Council of Bosnia and Herzegovina celebrated its 20th anniversary in 2017. As a domestic, non-governmental organization promoting the goodwill of churches and religious communities, it strives to contribute to the building of civil society in areas where the influence of the churches and religious communities is indisputable.
In its jubilee year, the goal was to send a message of peace and increase awareness of the importance of mutual understanding.
IDEA: Bosnia and Herzegovina, as a multinational and multi-religious country, is unique for the fact that within a radius of just 1km in its capital city Sarajevo, there are religious buildings of 4 different religions. That’s why we thought that Sarajevo was the ideal place from which a universal, powerful message of peace could be sent to the world.
The conception of this idea was influenced by another fact: according to the interpretations of theologians, more than 90% of the messages of the Bible and the Qur’an are the same. Nevertheless, religious differences are still at the root of many conflicts around the world. Our goal was to eliminate such misunderstanding. That is why we decided to take two of the most prominent religions, Islam and Christianity, as an example, and bring them closer to ordinary people.
We wanted to show that there is much more that connects us than separates us. That was how the idea was born: THE ONE BOOK FOR PEACE.
IMPLEMENTATION: The One Book for Peace brings together the teachings of the holy books of the Bible and the Qur’an, showing side by side how similar the messages of these books really are. The purpose of this book is to intensify the dialogue between religions and to encourage this conversation between ordinary people by highlighting the similarities between the two books.
The book presents ten verses from the Bible and Qur’an, relating to each of ten universal themes close to all people in the world: One God, Peace, Justice, Love, Family, Relatives & Neighbors, Sanctity of Life, Compassion, Forgiveness, Helping Others, and Hope.
The book was edited by experienced journalist Mirnes Kovač, with the assistance of two theologians: Muhamed Fazlović (Islam) and Pavle Mijović (Christianity). The theologians chose the verses from their sacred books that they would like people from other religions to read about.
The book was first presented on the Al Jazeera Balkans TV channel and was then sent to the most prominent world leaders, such as His Holiness Pope Francis, United Nations Secretary General Antonio Guterres, Donald Trump, Vladimir Putin, Angela Merkel, Oprah Winfrey, and many others around the world.
We have made it available free of charge to all people around the globe in electronic format and audio version at http://www.onebookforpeace.org/.
In collaboration with New Moment and Y & R Dubai, The One Book for Peace has touched the hearts of 53 million people around the planet, which is 17 times more than the total population of Bosnia and Herzegovina.
New Moment: Managing Director: Žarko Sakan; Client Service Director: Jasmina Nikolić; Creative Manager: Lazar Sakan; Chief Ideas Officer: Dragan Rujević; Creative Director: Ana Šutić; Head of Art: Igor Milovanović; PR Director: Branka Conić; Head of Digital: Goran Rudinac; Client Service Director: Marija Bajić; Web Developer: Stano Đurasinović; Account Director: Sandra Kovačević; Production Manager: Aleksandar Krstić; Media Director: Vladan Anđelković; Media Relations Director: Maša Vučković.
Y&R Dubai: Executive Creative Director: Kalpesh Patankar; Senior Copywriter: Sambhav Khandelwal.
EMOTE Production: Executive Producer: Bogdan Petković; DOP: Dušan Petković; Producer: Božidar Đokić; Sound Designer: Aleksandar Protić; Editor: Marija Sarač.
Associates: Mirnes Kovač, journalist and comparative theologian, Muhamed Fazlović, Theologian, Islam, Pavle Mijović, Theologian, Christianity
2. The Bedtime Storytellers; Agency: Grey Ljubljana; Client: A1 Slovenia
BRIEF: Create a long-term intergenerational project that will make the lives of different age groups richer and strengthen their relationship with A1 Slovenija as a socially responsible brand.
CREATIVE IDEA: In order to make it easier for the elderly in retirement homes to interact with the world and strengthen their cognitive abilities, A1 enabled them to become Bedtime Storytellers. By reading and recording the bedtime fairy tales of famous Slovenian writers, the narrators created a rich collection of audio stories, available at the website lahkonočnice.si, which take children across Slovenia into the world of dreams every night.
RESULTS: In just eight weeks, Slovenes visited lahkonočnice.si more than 64,000 times. These bedtime fairy tales reached 30% of parents with small children. Over 20,000 of them regularly return for the new fairytale events. Together, children and parents have listened to 420,000 minutes of our fairy tales. Bedtime fairy tales are becoming the most popular base of audio stories, and the elderly from retirement homes are becoming the favorite storytellers.
PROJECT TEAM: Client representatives: Nina Šiler, Tanja Kos, Katja Vidovič; Director of Client Management Team: Matjaž Butara; Agency side Project Director: Mihela Černe; Agency side Project Leader: Teja Rajšp; Strategists: Jernej Špende, Špela Žorž;
Executive Creative Director: Petra Krulc; Creative Directors: Petra Krulc, Blaž Kocjančič; Copywriters: Blaž Kocjančič, Petra Krulc; Art Directors: Matija Primc, Petra Krulc; Designer: Aleš Vrbančič; Web Design: Edo Nasufović; Production: Multipraktik; Directing: Miha Brodarič and Matic Zavodnik, Multipraktik; DOP: Matic Zavodnik, Rok Berglez; Design of fairy tale sound: Matjaž Moraus Zdešar, Zavod Tevefon; Illustrators: Anja Držanič, Miha Hančič and Milanka Fabjančič; Fairy tale authors: Ana Duša, Boštjan Gorenc – Pižama, Cvetka Sokolov, Damjana Kenda Hussu, Jana Bauer, Tinka Bačič, Tomo Kočar, Žiga X Gombač; Planning, creating, design and production of website: Grey and Enki; Social networks: Manca Skrbinšek, Si.mobil and Monika Habjanič, Grey; PR support: Blaž Ferenc, Si.mobil, Katja Kek and Urška Pirjevec, Taktik; Media Strategists: Vesna Zečevič and Asja Matijevec; Media Planning: Juna Neubauer; Digital Media Planning: Tina Koren;
3. Piquentum Sv.Vital; agencija: Studio Sonda; klijent: Vinski podrum Buzet
BRIEF: Promotion of the Piquentum brand through a special edition of natural wines.
SOLUTION: Piquentum St. Vital 2014, nature speaks out through the label.
Vintage dates are always denoted on wine bottles, but how many of us really understand the meaning of the year the grapes were harvested? This actually bears witness to the natural conditions in which the wine matured; it is its own BIOGRAPHY.
The label for this wine from an untreated vineyard raises awareness about the importance of understanding the year indicated on it. In cooperation with the Croatian Meteorological and Hydrological Service, data on weather conditions in the territory of the vineyards were collected, and the amount of precipitation is shown as a variable that graphically shows how different the natural conditions are every year. Circles, as standard meteorological rain symbols, show the amount of rainfall in a particular month. The label directly communicates what kind of year it was, and the wine, historically one of the most popular traditional products, becomes a medium that raises awareness of the importance of understanding nature.
Although the wine was bottled in 2014, preparations for making the labels for this wine date back to the year 2012, with the collection of 200 copies of Glas Istre, a regional daily paper, printed on the day of harvest, 21 September 2012. This wine from the vineyards of Istria, which have been cultivated with natural methods only for a full 80 years, fully reflects the philosophy of the manufacturer, their attitude that the crucial elements for the creation of wine are time, place and honesty, and that wine needs no other accessories. The label design reflects this same philosophy: newspapers embody the symbolism of time (the day of harvest), place (regional newspapers) and honesty (information transmitted by the newspapers at the time – the testimony of time). In contrast to mass production, the labels were produced out of the original newspaper and the sheets used have no additional elements, reflecting the same, honest character of the wine. The graphic element of the newspaper article that resembles a cultivated field recalls the name of the wine: Brazda (furrow, a narrow trench made by a plough).
The label communicates a moderate year, with the highest rainfall in September, just when the grapes need to reach an optimum point of maturity, due to which the taste and strength of the alcohol was slightly lighter.
PROJECT TEAM: Creative and art direction, design, copy: Jelena Fiškuš, Sean Poropat; 3D shaping for St. Vital: Eugen Slavik
4. Start It Up Slovenia; Agency: Formitas BBDO; Client: Spar Slovenija
BRIEF: In 2016 Spar Slovenia marked its 25th birthday and wanted to use the occasion for a communication that would strengthen its role in society, and help the Spar brand create a closer connection with young people.
SOLUTION AND CREATIVE CONCEPT: Due to unfavorable economic and labor market conditions, in recent years more and more young people have looked for jobs abroad. In 2015, three times more young people between 25 and 35 years of age left Slovenia than in 2010. This insight sparked the project Start It Up Slovenia.
The primary target group of the project was the young urban population of Millennials. Target group analysis has shown that these consumers are distrustful of brands, demanding from them something more than flashy, superficial stories. They want their brands to be socially responsible and help solve specific challenges.
Start It Up Slovenia is a project that connects Spar Slovenia and POP TV through an innovative partnership to help open doors to the world of entrepreneurship for young Slovenian entrepreneurs, through the support of the whole country. With this project, Spar, as the first retailer in Slovenia, offered a helping hand to twelve hopeful entrepreneurs who wanted to show that you can succeed in Slovenia. At the same time, the project included the wider Slovenian public who, by spreading the good word and buying the entrepreneurs’ products, contributed to the success of small local businesses. Spar enabled the twelve candidates to sell their products on exclusive shelves in their megamarkets, and offered them mentoring at product launches. Spar also supported them through their communications, integrating them into various channels with a focus on a new, innovative TV format with ten episodes of “Start It Up Slovenia”, created by POP TV. Another important communication channel were the social networks.
IMPLEMENTATION: From October to December 2016, the project achieved 1.1+ million views of video materials, 350,000+ comments, likes and shares on social networks (Facebook, YouTube, Instagram). The project FB page reached over 14,000 followers. The highest percentage of followers (23%) are Millennials (25-34 years). On YT it achieved 460,000+ minutes of viewing, and the highest percentage of viewers (35%) were Millennials. Over 300 PR media releases have been realized. Most of the products of the young entrepreneurs achieved top sales in their respective product categories. The Start It Up Slovenia TV show climbed to among the three most popular entertainment shows. Spar became recognized as the most innovative consumer-focused company.
Spar Slovenija: CEO: Igor Mervič; Marketing Manager: Janja Štular; Independent Expert Associate for Marketing: Nataša Purgaj; Independent Expert Associate for Marketing: Pika Breskvar;Independent Expert Associate for Marketing: Maja Zajec;
Formitas BBDO: Project Manager and Creative Director: Mojca Randl, Formitas Group; Media Strategist and Creative Director: Mitja Tuškej, Direct Media Komunikacije; Art and Creative Directors: Blaž Ritmanič and Ivan Momirov; Project Leaders: Tjaša Klemen and Žana Močnik; Content Manager: Urška Tuškej Lovšin; Creative Director and Copywriter: Sara Mekinc; Copywriter: Jure Korenc; Social Media Consultant: Ana Eterović Klemenčič; Designers: Tilen Žagar and Janez Klemenčič;
Pro Plus: Project Director: Aleš Muhič; Creative Director: Donald Rose; Copywriter: Jan Golja.
5. DemokrARTization; Agency: McCann Belgrade; Client: The Contemporary Art Museum, Belgrade
PROBLEM: The main Museum building has been closed for reconstruction for over a decade. A whole generation has grown up unable to view a rich local and international art collection. This is a huge loss, and art lovers blame those in charge. Despite protests, the art treasure is still beyond the reach of the public.
IDEA: To make art accessible once again, several well-known international and local brands collaborated and created a virtual exhibition of enormous proportions. They created a free AR mobile app which transforms ads and products of the brands into works of art belonging to the Museum in real time.
IMPLEMENTATION: The app was supported on Android and IOS. Can be used on mobiles and tablets and is more than just an exhibition. It has an audio guide and shows locations of the exhibits. The app was promoted on digital channels of the Museum and its new partners. The upgraded version of the app includes 3D images of the sculptures owned by the Museum. Millions can now see these works wherever they are.
RESULT: To date 20 local and international brands have joined the campaign (Coca-Cola, Fanta, Schweppes, Next, BMW, Honda, MINI, Diesel, Replay, Guess, Tommy Hilfiger, Delhaize, Raiffeisen banka, mts and others). The promotional video on Facebook had 200 000 views in just a week. There were 90 publications, 20 national newspapers and numerous reports on national TV, and 500 000 pageviews.
Project Team: Creatives: Zdravko Kevrešan, Sandra Stojanović; Project Leads: Jelica Jauković, Miloš Stanković; Creative Director: Vladimir Ćosić; Production: Fried; Technical Support: Huge media; PR: Radiša Kričak, Ana Antić, Marija Vićić.
6. Dear Mr. President; Agency: Imago Ogilvy; Client: Jamnica
BRIEF: To promote a special edition of Jana, Malena & Klepetan through story of love as the main brand value.
IDEA: To show the real power of love that the brand believes in by offering a solution to a real issue by acting in accordance with one’s values rather than just talking.
SOLUTION: Klepetan, as he travels every year from Africa to Europe flies over Lebanon. There over 2 million migrating birds killed illegally in that country. Klepetan’s return to Malena is in serious danger. Jana decides to help solve this problem and enable Malena and Klepetan to continue their love story. Working together with Mr Vokic, Jana sends a letter written by Klepetan’s quill, as a symbol o pure love to M. Aoun, the Lebanese President. In the letter they appeal to the president to stop the merciless killing of the birds. With strong online PR and support of many humanitarian agencies, the president’s daughter, an environmental activist for many years, actively joins the campaign.
RESULTS: Spurred by the letter, the Lebanese president starts a campaign to stop unlawful killing of migratory birds over Lebanon. The government takes part and signs a document enabling prosecution of poachers. A week after signing the document, the first poacher has been apprehended and prosecuted.
The love story continues and shows that the quill is mightier than the sword. Jana has become brand no 1 in Croatia and the strongest brand in whole of the region.
PROJECT TEAM: Lead creative director Igor Mladinović; Creative Director: Igor Mladinović, Darko Bosnar; Art Director: Darko Bosnar; Director of Inovations: Darko Bosnar; Screenplay: Igor Mladinović; Project Lead: Ivana Mlinarić; Designer: Srećka Gmaz.
7. Nada (Hope); Agency: Bruketa&Žinić&Grey; Client: Adris Group
‘Nada’ (Hope) is a monograph created by Bruketa&Žinić OM agency on the occasion of the tenth anniversary of the Adris Foundation. All the projects and individuals supported by the Adris Foundation during the past ten years are shown on the pages of the monograph. Presented all together in one place, they provide hope for Croatia’s future.
This inspired the creative concept and the main motif of this book, along with the title ‘Nada’ (Hope), because the book is touch-sensitive, and the more it is used, the typographic motif of hope on the cover – literally and symbolically – becomes more pronounced. The monograph also contains original illustrations by 24 of the best young Croatian illustrators.
Adris grupa: Editor in Chief: Predrag Grubić; Executive Editor: Kristina Miljavac; Data Researchers: Lidija Gedike, Marica Kožarec.
Bruketa&Žinić&Grey: Creative Director, Designer: Davor Bruketa; Account Director: Maša Ivanov; Account Executive: Zrinka Požar; Head of Illustration: Miran Tomičić; Production Manager: Vesna Đurašin; Head of Pre-press/DTP: Radovan Radičević; DTP operator: Danko Đurašin; Illustrators: Iva Čurić, Nebojša Cvetković, Ana Žaja Petrak, Danijel Srdarev, Luka Juras, Davor Šunk, Hana Tintor, Anita Celić – Cella, Klarxy, Vedran Klemens, Filip Peraić, Alen Lipuš, Tomislav Torjanac, Imelda Ramović (Mireldy Design studio), Tea Jurišić, Srđana Modrinić – BooBoo, Helena Janečić, Igor Taritaš, Slaven Kosanović – Lunar, Tomislav Šestak, Dominik Vuković, Tonka Lujanac, Vendi Vernić, Davor Rukovanjski; Editor: Božo Skoko, Dr.Sc.; Covers Technical Solution: Miha Karoly; Print: Cerovski Print Boutique.
8. Phenomenal Croatia ; Agency: BBDO Zagreb; Client: Zagrebačka pivovara
BRIEF: Continue the success of the previous image campaigns, which were centered around the little things every Croat finds to be true, and make an even stronger connection between the Croatian identity and Ožujsko beer.
CREATIVE STRATEGY: Croatia may be small, but it is phenomenal. And many phenomena prove us to be right; but we are not talking about the natural beauties and historical discoveries, but the hilarious customs and traditions which form our cultural mentality. One of them is to joke at your own expense, which Žuja does by claiming it is a phenomenon itself. Add some phenomenally witty copy and you’ll get a phenomenal campaign.
PROJECT TEAM: Chief Creative Director: Almir Okanović; Managing Partner: Luka Duboković; Creative Director: Miro Perić; Account Director: Irena Kapetanović; Account Planner: Željko Krešić; Art Director: Ivana Klarica; Senior Designer: Ivan Karaga.
9. Laško Duel; Agency: LUNA TBWA; Client: Pivovarna Laško Union
BRIEF: Laško is the leading beer brand in Slovenia but its market share in last 10 years declined for 37% (from 34.1% MS to 21.3% MS) due to increasingly competitive market. From 2010 constant decline was 1,5% per year. More importantly – brand image was deteriorating. Laško was seen as »dusty«, old and not particularly interesting; it was perceived as »a brand of a generation of fathers«. The challenge was to change the belief of the consumers and to establish Laško as a traditional Slovenian but up-to-date brand which connects different generations, »fathers and sons« through building emotional bonds with the brand.
SOLUTION: We built an integral communication campaign based on the new Biab and brand essence »Build your character«. To achieve intergenerational link between younger and older target group, we expressed the inner strength of a person through the relationship of father and son. Despite the differences between the generation of sons and generation of fathers we exposed clear common ground – strength of character built by life experiences.
CREATIVE IDEA: Best stories often start with a bet. This one started between famous father-son couple Boris and Sebastian Cavazza for the last bottle of beer that goes to the one, who proves himself best by using rhymes in everyday situations.
EXECUTION: “The Duel” started with first episode placing the bet and continued with series of “rhyme battles” episodes on all channels (TV, radio, online, OOH). The audience decided who the winner is by voting for their favorite on the web page dvoboj.si (duel.si). On webpage the audience could also contribute their own rhymes for a double vote in support of their favorite actor. Selected rhymes were used on billboards all over Slovenia and on posters in author’s favorite bars and restaurants. Even more, voting was possible also in stores. We designed special interactive sensor-equipped trade shelf. Consumers voted for their favorite by taking the beer for one or the other side of the shelf. The tension between supporters of both “battlers” was high as father and son constantly exchanged the leading position. The winner wasn’t known until the last day of the voting; we ended the battle with winning episode and congratulations to the winner.
PROJECT TEAM: Client representatives: Rumen Kolev, Urban Kramberger; Account managers: Nina Zadnikar, Dali Bungič, Tea Dežman; Creative director: Janez Rakušček; Copywriters: Vlasta Merc, Neja Činkole, Jan Omahen; Art director: Jure Sotler; Designer: Ivan Todorović; Digital strategist: Filip Dobranić; Interactive designer: Jasmina Ploštajner; Public relations: Katja Krumpak; Production house: Kinomotel; Director: Gregor Vesel; Photographer: Luka Kaše; Media agency: Media Publikum.
10. Lav kokice; agencija: McCann Beograd; klijent: Carlsberg Srbija
SITUATION: Carlsberg Srbija’s beer brand Lav changed its recipe and improved its taste.
Unlike its major competitors, Lav beer is now produced from only four basic ingredients: barley, hops, water and yeast – without corn, which is the cheapest and poorest quality ingredient in beer production.
TASK: Raise awareness about the new, improved taste without corn, and encourage tasting among the wary beer lovers in Serbia.
IDEA: Using the now surplus corn, no longer used in the production of Lav beer, the agency created Lav Popcorn – a simple, creative product that directly communicated the news about the improved taste.
IMPLEMENTATION: Lav Popcorn was given out with each purchase of Lav beer at all points of sale: in stores, bars, cinemas, cafés, music and beer festivals. It was also sent as a gift to a large number of social media influencers, celebrities and journalists, and was communicated through a series of online videos with Lav’s celebrity endorsers.
RESULTS: In the first round of action the agency handed out 50,000 packets of Lav Popcorn. 200,000 people tasted Lav for the first time to try out the new taste. Awareness about the quality of Lav beer increased by 72%, and sales grew for the first time in three years.
In just a few days, the story sparked conversations among beer lovers, in the media and in online communities, engaging 75,000 users, earning 840,000 views, with a viral reach of 560,000 people, and 5.2 million reactions with 40,000 earned media mentions.
PROJECT TEAM: Creative Director: Jana Savić Rastovac; Creative Team: Bojan Babić, Vladimir Vuković, Lidija Milovanović, Branko Andrejević; Account Directors: Đorđe Milidžan, Goran Jović; Strategic Planning: Marija Stošić.