Ten years ago, Imago won Croatia’s first Cannes Lion with Wing of Love for Jana. The story of Malena and Klepetan reached a stage that had never been out of reach for the local industry, but had rarely been open to it. A decade later, Imago returns from Cannes with its second Lion.
The Bronze Lion for Studena’s A Cry for Hydration comes from an entirely different place. Instead of a grand love story, it centres on thirst, professional mourners and a phrase we all use without much thought: “I’m dying of thirst.”
The campaign took hydration out of the familiar world of bottles, droplets, workouts and health advice. Traditional mourning was given a new role, becoming a dramatic, recognisable and distinctly local way to talk about thirst. The communication was skilfully adapted to the rhythm of short-form content and social media, without overexplaining itself or trying to sound universal.
The strength of the award lies precisely in the fact that the campaign remained firmly rooted in the place it came from. It was this specificity that the Cannes jury recognised as an idea clear enough, and strong enough, for a global stage.
“We are extremely happy and proud to have made history once again by winning an award that represents the holy grail of our entire industry. Imago’s DNA is built on a creative code that constantly drives and motivates us to create work that leaves a lasting impact. I am proud of my team because our work proves that awards of this magnitude are not a matter of chance, but something that can be achieved repeatedly and continues to inspire us every time.” said Darko Bosnar, Chief Creative Officer at Imago Ogilvy.
Ten years, two water campaigns, two Bronze Lions. Neither began with water. That says something very clear about Imago’s ability to recognise relevant local insights and turn them into campaigns that resonate loudly on a global stage.
