Communication Laboratory Agency Wins European Excellence Awards in the Purpose-Driven Communications Category
The Communication Laboratory agency won the European Excellence Awards in Berlin, an accolade for the best European campaign achieving a higher social purpose (Purpose Driven Communications).
The campaign titled “A Story Worth Every Letter,” created for the domestic pasta producer Marodi, resulted in the declaration of Međimurje Folk Song Day. The first observance took place this year on November 28th. This date holds particular significance as, on the same day in 2018, Međimurje’s folk song was inscribed on UNESCO’s Representative List of the Intangible Cultural Heritage of Humanity.
The importance of preserving cultural heritage has been recognized at the European level. The prestigious European Excellence Awards have been given for 18 years, honoring outstanding achievements in the communications industry. The awards evaluate strategy, creativity, societal impact, and effectiveness.
“‘A Story Worth Every Letter’ achieved a significant social impact thanks to the collaboration between the private sector, the local community, and local authorities, all based on a creative idea and excellent coordination of all stakeholders. Our efforts did not go unnoticed – in a short time, Međimurje Folk Song Day was declared. Additionally, we’ve already received awards for this campaign; we were the first PR agency awarded at the Cannes Festival, and now we are also recipients of recognition for the best European campaign with a higher social purpose,” stated Manuela Šola, owner of the Communication Laboratory agency.
As part of the campaign, a collection of five handcrafted books was created, each containing the exact number of letters for the verses of a folk song, represented in the form of alphabet pasta for soup. The creative aspect of the campaign was led by the Bruketa&Žinić&Grey agency, while public relations were managed by the Communication Laboratory.
The European Excellence Awards are aptly referred to as the “European Championship of Public Relations” because they combine the international aspect of communication with innovation and creativity. This award recognizes top achievements, and the “A Story Worth Every Letter” campaign demonstrates that the synergy of creativity and public relations can deliver exceptional results both locally and globally.
