Ovation BBDO and Libresse win the first SoMo Borac Grand Prix for the campaign “Vreme je za odgovore”

The regional digital, marketing and media industry gathered on 23 October at Zagreb’s Tvornica kulture for the 14th edition of SoMo Borac powered by Aleph, an event combining a conference and an awards ceremony for digital projects. The daytime programme focused on the cost of attention, addressing questions of how much audience attention is worth, how to attract and retain it, and how to connect it to results in advertising and media. The evening programme saw the announcement of the winners of the SoMo Advertising and SoMo Media competitions.

This year’s edition introduced the SoMo AI and SoMo Content Engagement categories, as well as the first SoMo Grand Prix, an award for the best work in SoMo Advertising. The media competition also presented the HUDI North Star award, recognising projects that contribute to the development, transparency and sustainability of Croatia’s digital ecosystem.

The first SoMo Grand Prix went to Ovation BBDO and Libresse for the campaign “Vreme je za odgovore”, created for Essity. The same project took first place in the Digital Mix and SoMo Content categories, adding two individual category wins to the competition’s highest honour.

Among the projects receiving multiple awards was “HT GPS Lokator – kako biste uvijek znali gdje je vaš ljubimac”, created by Bruketa& and Hrvatski Telekom, alongside Go2Digital. The project won first place in the Digital OOH category and second place in Digital Mix, SoMo Content and SoMo Tech by BYD. Agency Žiška won two categories: Digital Product & Web Experience with the project “Gde si posao – prva video platforma za traženje posla” and SoMo Social Strategy with its strategy for A1 Srbija.

In the SoMo Media competition, Telegram won the Best Storytelling category for “Afera Kerum”, while 24ur.com took first place in Digital Design of the Year for its portal redesign. Jutarnji list won Digital Product of the Year with “Jutarnji list donosi The New York Times”, Hrvatska radiotelevizija won SoMo Content Engagement with “HRT 100 – Moja domovina”, and Index.hr won SoMo Native with “Somersby AI summary”. The HUDI North Star award went to AdTech Lab for “Signal”.

Below is an overview of all award-winning projects and their rankings by category.

SoMo Media

HUDI North Star

Winner: AdTech Lab: “Signal”

Best Storytelling

1. Telegram: “Afera Kerum”
2. RTL Hrvatska: “Serijal ‘Stranci u Hrvatskoj’”
3. Hrvatska radiotelevizija: “HRT100”

Digital Design of the Year

1. 24ur.com: “24ur.com redesign. More ways into every story.”
2. Dnevnik Mediji: “Gazela – 26 Years, Reimagined”
3. Bonjour.ba: “Bonjour.DESIGN”

Digital Product of the Year

1. Jutarnji list: “Jutarnji list donosi The New York Times”
2. Lider: “Beyond the weekly”
3. Večernji list and 24sata: “VLHEJ i 24HEJ pametna AI tražilica”

SoMo Content Engagement

1. Hrvatska radiotelevizija: “HRT 100 – Moja domovina”
2. Jutarnji list: “NAJBOLJE ŠKOLE”
3. Bonjour.ba: “The Bonjour List”

SoMo Native

1. Index.hr: “Somersby AI summary”
2. Index.hr: “Black Friday Live”
3. AM Ljubljana: “HUD JOB 2026” (HUD JOB / Cosmopolitan Slovenia)

SoMo Advertising

SoMo Grand Prix

Winner: Ovation BBDO and Libresse: “Vreme je za odgovore” (Essity)

DA – Digital Activation

1. Imago Ogilvy and Hrvatski Telekom: “Da se razumijemo” (Hrvatski Telekom)
2. Studio Sonda and Baby Lasagna: “BABY LASAGNA – COVER NATJEČAJ” (Marko Purišić and band)
3. Imago Ogilvy and Pan: “Dužan si pivo, plati Panom” (Carlsberg Croatia)

Digital Mix

1. Ovation BBDO and Libresse: “Vreme je za odgovore” (Essity)
2. Bruketa& and Hrvatski Telekom: “HT GPS Lokator – kako biste uvijek znali gdje je vaš ljubimac” (Hrvatski Telekom)
3. KIOSK KIOSK and KIOSK: “KIOSK Branding Conference” (KIOSK KIOSK)

Digital Out-of-Home (Digital OOH)

1. Bruketa&, Go2Digital and Hrvatski Telekom: “HT GPS Lokator – kako biste uvijek znali gdje je vaš ljubimac” (Hrvatski Telekom)
2. WPP Media, Go2Digital and Mazda: “2 media. 1 moment.” (MAZDA MOTOR CROATIA)
3. adidas and Go2Digital: “adidas Backyard Legends” (adidas)

Digital Product & Web Experience

1. Žiška and Gde si posao: “Gde si posao – prva video platforma za traženje posla” (Open Mind Solutions)
2. Luna \TBWA, Slovenia and Leopold AI: “Leopold AI” (Olympic Committee of Slovenia – Association of Sports Federations)
3. Futura DDB and McDonald’s Slovenija: “Mekathon” (Alpe-Panon)

SoMo AI

1. Bild Studio and Crnogochi: “Crnogochi” (Bild Studio)
2. Digital Da Vincis and Magnific/Freepik: “Red Blue Yellow Black Again” (Magnific)
3. 404 / MYTY and HDLU: “60. Zagrebački salon vizualnih umjetnosti” (Hrvatsko društvo likovnih umjetnika (HDLU))

SoMo Content

1. Ovation BBDO and Libresse: “Vreme je za odgovore” (Essity)
2. Bruketa& and Hrvatski Telekom: “HT GPS Lokator – kako biste uvijek znali gdje je vaš ljubimac” (Hrvatski Telekom)
3. Imago Ogilvy and INA: “Putuj kući pjevajući” (INA-Industrija nafte)

SoMo Growth

1. SeekandHit and Auro Domus: “Striking Digital Gold: Unlocking Exponential Growth for Auro Domus” (Auro Domus Money Shop)
2. 404 / MYTY and Pical: “OTKLJUČAJTE FIRST CLASS ISKUSTVO. ZAUVIJEK” (Valamar Riviera)
3. SeekandHit and Lancôme: “Holiday Express: Scratch the Card” (L’Oréal Adria)

SoMo Social Strategy

1. Žiška and A1: “A1 Srbija Social Media Strategy” (A1 Srbija)
2. DROM agency and Lidl Slovenija: “TikTok Lidl Slovenija” (Lidl Slovenija)
3. Ovation BBDO ft. BBDO Zagreb and IKEA Srbija: “IKEA social always on” (IKEA)

SoMo Tech by BYD

1. WPP Media, Go2Digital and Mazda: “2 media. 1 moment.” (MAZDA MOTOR CROATIA)
2. Bruketa&, Go2Digital and Hrvatski Telekom: “HT GPS Lokator – kako biste uvijek znali gdje je vaš ljubimac” (Hrvatski Telekom)
3. Imago Ogilvy and Hrvatski Telekom: “Da se razumijemo” (Hrvatski Telekom)

SoMo Video Impact

1. Spellcaster and DRACO: “Vojko Vlaga” (DRACO)
2. 404 / MYTY and Wolt Croatia: “Wolt New Vertical 360 Awareness campaign x Ante Rukavina” (Wolt Zagreb)
3. Agencija 101 and SPAR: “SPAR x Joker Out” (SPAR)

SoMoritanac

1. DVOM, Plazma and Novak Đoković Fondacija: “Bukvar za roditelje” (Koncern Bambi)
2. Imago Ogilvy and Hrvatski Telekom: “Da se razumijemo” (Hrvatski Telekom)
3. Stereotip Studio and Zadovoljna.hr/Nismo same: “Čuvam ti mjesto” (Nova TV/Nismo same)

TikTok

1. Shoppster and Shoppster: “Nensi iz kanca” (Shoppster)
2. Fullhouse Ogilvy and Hero: “Hero TikTok” (Sarantis)
3. OMD Media and McDonald’s Hrvatska: “TikTok McDonald’s Hrvatska” (Globalna hrana)

Special Mention by Aleph

Winner: SeekandHit and Lancôme: “Holiday Express: Scratch the Card” (L’Oréal Adria)