Starting from March 10, 2025, on the Media Marketing portal and the BalCannes Facebook page, we will reveal new BalCannes finalists every day from Monday to Friday – all the way until April! A significant part of our lives has moved to online formats, so this year’s BalCannes project showcase will take place on social media – until we meet at the Days of Communication. Finalists will be announced in alphabetical order based on the project name, so don’t miss the daily updates.
- PROJECT NAME: Booktiga – “Accept the Call”
APPLICANT: Studio Sonda
CLIENT: Poreč City Library
COUNTRY: Croatia
CATEGORY: I. Market Mosaic: 10. Tourism, Culture, and Leisure
PROJECT DESCRIPTION: For the 17th BOOKtiga Festival of Used Books, communication materials were designed that ‘brought to life’ iconic writers such as V. Woolf, Kafka, Dostoevsky, J. Austen, and I. B. Mažuranić. The printed materials contained a QR code, which when scanned, represented an authentic invitation from the writer to the Festival, featuring AI-generated voices of the authors, and messages related to their works. The QR code also directed users to a website where they could provide their details to receive a book with a dedication from the author, available at the festival. Along with additional digital promotion, the campaign achieved great results with 3,139 website visits, 3,316 conversations that were listened to, and 202 requests for personalized books. 70,000 users liked, shared, and repeatedly listened to/watched the authors’ ‘invitations’ and the invitation to Booktiga. Impressive for a small, local festival, isn’t it?
- PROJECT NAME: Be Brave, Be Healthy
APPLICANT: BBDO Zagreb
CLIENT: Zagrebačka Pivovara
COUNTRY: Croatia
CATEGORIES: III. Positive Change Mosaic: Community Care / I. Market Mosaic: 2. Alcoholic Beverages.
PROJECT DESCRIPTION: Prostate cancer is curable in 98% of cases when detected early (source: Johns Hopkins Medicine). Yet, men often neglect their health. From Žuja’s previous campaign for early testicular cancer detection, we learned that men respond much better to serious topics when they are presented in a relaxed and humorous way.
But the hardest part was getting the balance right. Walking a delicate line between support and provocation, serious and playful, we knew the work needed to look more like a bold pamphlet with a twist at the end, rather than a typical ad. That’s why we created an original song (made by BBDO Zagreb), which our well-known actors would actually sing.
During execution, a particular challenge was teaching our lead actors to sing a demanding melody in a short time frame. Fortunately, we succeeded, thanks in part to the involvement of the renowned Croatian opera singer Martina Tomčić (pun intended!).
- NAZIV PROJEKTA: Cast light on workers rights.
PRIJAVITELJ: Agencija 101
KLIJENT: Delavska svetovalnica
DRŽAVA: Slovenija
KATEGORIJA: III. Positive Change Mosaic: Community Care.
OPIS PROJEKTA: To promote the unique AI-based tool developed to address the communication power imbalance between foreign workers and employers – launched immediately after OpenAI technology became available – we activated direct communication strategies that engaged both foreign workers and the local, informed community. From guerrilla actions supporting hotel cleaning staff to hijacking existing media to reach construction site workers on the hottest days. GastarbAIter is an informational tool that utilizes OpenAI’s artificial intelligence technology to process data from Slovenian labor legislation documents. Through a freely accessible webpage, users can ask any question related to working in Slovenia in 92 languages and receive an immediate response in their own language, explained in simple terms without legal jargon. Since its launch, the tool has experienced exponential growth, and requests for consultancy at the Counseling Office for Workers have also been steadily increasing.
Videosažetke dosadašnjih finalista pogledajte ovdje: #godinazanama; #starifrendovi; A soup to remember; Barcaffè.
Čestitke finalistima, a samo najbolji među njima zaslužit će nagrade BalCannesa i bit će proglašeni na svečanoj dodjeli nagrada na novom izdanju Dana komunikacija, koji će se održati od 15. do 18. 5. 2025. Vidimo se u Rovinju!
Watch the video summaries of past finalists here: #godinazanama; #starifrendovi; A soup to remember; Barcaffè.
Congratulations to the finalists! Only the very best among them will earn the BalCannes awards, which will be announced at the official awards ceremony during the new edition of the Days of Communication , taking place from May 15 to 18, 2025.
See you in Rovinj!
