The former salt warehouse – Magazin Grando, spanning 5,000 m² – was literally bursting at the seams during the opening day of the 34th Slovenian Advertising Festival, which participants dubbed “the SOF of the decade.” The stage hosted numerous internationally recognized speakers who discussed the future and current state of the advertising world.
Highlights from Day One of the Festival
• Adam Morgan (Founder and Partner, eatbigfish) was among the first to take the stage, energizing the audience with the message: “Let’s not judge. You can choose to be average – but be aware that even that choice has a cost.”
• He was followed by Toni Vodišek (Olympic silver medalist in kite sailing), who shared in a relaxed conversation that it was his stubbornness and persistence that brought him Olympic medals, adding: “I’m going for gold at the next Games.”
• The digital world and creativity came together through the talks by Chris Erthel (AdUniverse & OneHumanity), who emphasized that the most successful ads on Meta and TikTok platforms include a clear message and tangible proof. He also shared his creative list of top tips for effective campaigns. Ivica Kostelić (one of the most successful alpine skiers) responded to the question of whether his extreme expeditions were madness or passion by saying: “We all have our passion – mine is moving through nature. If you want to be a winner, you have to train in all conditions.”
Chris Erthel
Ivica Kostelić
• Stefan Sagmeister (world-renowned designer) reminded everyone that despite challenges, the world is constantly improving: “Progress is a historical fact – it all depends on the perspective we choose.”
Highlights from Day Two of the Festival
SOF is more than a festival – it’s an exchange that sparks ideas and encounters that transcend words.
• Alex Turtschan, Director of Innovation, Mediaplus Group: “Analog channels are becoming the new luxury, and younger generations are increasingly returning to analog content – there’s too much digital stimulation, the world is oversaturated, so they seek disconnection and more authentic experiences.”
• John Thornton, Senior Copywriter, Surreal Cereal: “Smartly crafted entertaining content is key to success on social media; the goal is to spark strong reactions – even negative comments aren’t harmful, as they attract additional attention.”
John Thornton
- Erik Herrström, Founder and Creative Director, Studio Herrström: “Challenges are exactly what give birth to the best ideas – if we know how to use them well. The most important brands are the ones that move culture forward because they leave the biggest mark.”
Erik Herrström
A Local Story with European Impact
• Alen Cvišić (Tola), Miha Jagodic (Bloq.it), and Katarina Lotrič (Gentler Stories) demonstrated how brilliant ideas can thrive on the global market – when you truly believe in them.
• Lucija Borak, Nika Kovač, and Veronika Povž (8th of March Institute) presented a campaign that inspired millions of Europeans and emphasized that there are no magical solutions – success requires resourcefulness.
At Magazin Grando, SOF proved that a former salt warehouse can become a hub of creative energy – a place where ideas are born and awards celebrate those who boldly shape the future.
Siddharta at the Europlakat X Party: Rock Energy Echoed Until Dawn
Legendary Slovenian rock band Siddharta ignited an unforgettable energy at the Europlakat X party, which echoed through the venue until the early morning hours. With their signature blend of powerful riffs, emotional lyrics, and unstoppable rhythm, they thrilled a crowd that danced and sang along. This night will remain in everyone’s memory as a moment of authentic rock passion and top-tier entertainment.
