The campaign ‘Straighten Up’ by Croatia Polyclinic, created in collaboration with Go2Digital, the Bruketa&Žinić&Grey agency, and Millenium promocija, won the WOO Creatives Award in the Digital Creative category. This prestigious recognition highlights not only a major achievement for the Croatian creative industry but also affirms the quality of local solutions in the global Out-of-Home (OOH) advertising landscape.
The campaign addresses a growing health concern – sedentary lifestyles and excessive mobile device use – which have led to a troubling statistic: nearly half of the population may suffer from spinal issues without even knowing it. Croatia Polyclinic decided to confront this issue, using technological innovation as a tool for disease prevention.
Passersby could stop in front of a citylight equipped with computer vision and posture-scanning software. The system analyzes the curvature of the neck, mid, and lower spine across eight key points to detect potential problems. It then provides immediate visual and numerical feedback, clearly marking high-risk areas. Those with detected issues are instantly offered the option to book a physical therapy appointment, prompting real-time action.
Campaign Results:
- 106,642 passersby scanned
- 50,521 contacts collected (in full GDPR compliance)
- 46% increase in specialist appointments
- Reached nearly 78% of Croatia’s population
- Featured by international media, including BBC News – Tech Life
Dino Burbidge, Creative-in-Residence at WOO, commented:
‘This campaign was a clear favorite among the judges. It showed how a smart, carefully crafted idea combined with Out-of-Home media can create real impact. Go2Digital and its partners deserved this recognition, and I believe many more international awards will follow.’
Maja Tucaković, Marketing Director at Croatia Polyclinic, emphasized the organization’s commitment to public health:
‘As a socially responsible healthcare provider, we know prevention is key. Our goal was not just to raise awareness about spinal issues, but to offer a solution that’s simple and accessible. ‘Straighten Up’ proves how creativity, technology, and expertise can deliver measurable impact. We’re proud this work has been recognized beyond Croatia – it confirms the importance of our initiative’, said Tucaković.
Davor Bruketa, Creative Director and Co-founder of Bruketa&Žinić&Grey, highlighted the technological advantage:
‘Croatia has Go2Digital – one of Europe’s most advanced DOOH networks equipped with powerful processors and computer vision. This opens up new possibilities for innovative, targeted communication’, he said.
Dean Udatny, Marketing Director at Go2Digital, noted the broader significance.
‘In an era where technology and street messaging are searching for new relevance, we’ve shown that a smart idea, well executed, can have global impact. This award is not just for our team – it’s recognition of the entire Croatian creative industry’, he said.
The World Out of Home Organization (WOO) is the only global body dedicated to promoting and advancing the OOH industry on behalf of its members. The board includes leading international companies such as JCDecaux, Clear Channel, blowUP media (Europe), OUTFRONT Media and Lamar (USA), Selvel One (India), Provantage (South Africa), oOh!media (Australia), and Asiaray (Hong Kong). Key regional associations like OAAA (USA), Alooh (Latin America), FAW (Germany), and OMA (Australia) also support WOO.
The WOO Global Congress annually brings together top industry leaders from around the world. Alongside awards for individual achievement, sustainability, and technical innovation, the Creatives Award is regarded as the highest honor for creative excellence in OOH advertising.
With this award, Go2Digital cements its reputation as a regional and global leader in innovative and creative OOH solutions.
