The campaign “Straighten Up” by Croatia Polyclinic, which raised awareness about the silent pandemic of spinal health issues through innovative technology and a creative approach, has earned two finalist spots at the 2025 edition of the world’s most prestigious creativity festival – Cannes Lions. The campaign has been shortlisted in the Outdoor / Interactive Experiences and Health & Wellness / Interactive Digital Citylights categories.
The goal of the campaign was to address the growing issue of sedentary lifestyles and excessive mobile device usage, which are causing potential spinal problems in nearly half of Croatia’s population—often without them even realizing it. In collaboration with Go2Digital, the Bruketa&Žinić&Grey agency, and Millenium promocija, Croatia Polyclinic developed a solution that merges public health education with technological innovation.
At the heart of the campaign was a citylight display equipped with computer vision and posture analysis software, allowing passersby to simply stand in front of the screen and receive instant feedback on their posture. The system analyzed curvature in the neck, mid-back, and lower spine, identifying potential health risks. Those with detected irregularities were immediately offered the opportunity to book a physiatric consultation.
The results speak for themselves. During the campaign, 106,642 posture scans were conducted, over 50,000 GDPR-compliant email addresses were collected, and the number of specialist appointments increased by an impressive 46%. The campaign reached 77.92% of Croatia’s population, while ad interactions exceeded the national average by 81.8%, with an average view time of 16.9 seconds—eight times longer than usual. Notably, 97% of participants instinctively corrected their posture during the scan, delivering not only immediate behavioral impact but also laying the groundwork for long-term improvements in public health.
Held annually at the Palais des Festivals et des Congrès in Cannes, France, the Cannes Lions Festival is regarded as the most prestigious global event in the communications industry. Over five days, it brings together thousands of professionals from around the world to celebrate the best campaigns, ideas, and innovations shaping the future of brands and society.
The “Straighten Up” campaign’s finalist recognition underscores its creative excellence and social relevance, redefining the role of advertising in modern society. With this project, Croatia has demonstrated that creativity can be a powerful force in tackling serious public health issues while pushing the boundaries of traditional advertising.
