Drugi jezik na kojem je dostupan ovaj članak: Bosnian
By: Nataša Blagojević, Digital Consultant, Dialog komunikacije
A string of lectures, then a string of mingling opportunities, followed by a string of awards – all this marked yet another, ninth Weekend Media Festival. And since the cherry always goes on top, I believe that the sweetest laughs were had by the winners of the chubby statue, awarded under the fourth SoMo Borac contest which celebrates the best digital works in the region.
Seats were again a scarce commodity in the Vikendica hall, as curious faces eagerly awaited the moment of truth, to see if their work found its place in the finals among the 130 entries.
Something old, something new
Although it’s a relatively young competition, more and more people from digital want to take the SoMo Borac award home, so the higher number of entries compared to last year isn’t surprising. In total nine categories, 27 chubby statues were awarded, nine for the winners and others as recognition for finalists.
The novelty of this year’s competition was the category SoMoRitanac for the best digital campaign that has contributed to a cause. Winning project was #CrazyEnoughToChangeTheWorld (No Ordinary Agency). This is the first platform in the world from which you can download for free a variety of creative works and adapt them for the purpose of raising awareness about a social problem. A great idea, in line with the thought that only those who are crazy enough to think they can change the world actually do it.
According to organizers, the highest number of entries was in the categories Digital Mix and the SoMo Content, given to those who best used multiple digital channels in their campaigns, and those who invested most effort in content creation. This is a trend that clearly shows the increasing investment in social and long-term planning. In addition, digitals more boldly embark on a voyage through the restless seas of social networks, through channels that no one has sailed before.
I was particularly pleased with the award for the best content marketing project which went to BBDO Zagreb for Senzacija Show. It was a project on which I participated from day one, and there is no better feeling than when all the effort and enthusiasm are recognized by your colleagues from around the region. Among others, I would also single out the winning campaign in the category SoMust Have (Executive Group for the Carlsberg brand Tuborg) which gave support to young and unestablished DJs in Serbia promoting their music on Mixcloud, and the Viral Blockbuster award for the music video “Free.mp3 (The Pirate Bay Song)” of the Dubioza Kolektiv, which caused quite a stir because it talks about copyright and the freedom of sharing information on the internet, done by the Sarajevo agency Fabrika.
Among the winners and finalists were again some colleagues who already took SoMo Borac awards in previous years. The quality of the entire profession undoubtedly exists. Digitally savvy agencies that have a whole range of social media projects have proven themselves in the market. But this year’s award ceremony has also brought some new names and trends.
Dominance of the big players?
I am particularly pleased that the colleague Tino Kera, apart for the first place statue, also had to climb the stage for small SoMo Borac statue twice. Projects from the creative workshop at Šoštarićeva 10 were finalists in the categories of Viral Blockbuster (Out Of Office Award, Croatian National Tourist Board) and SoMo Tech (Simpa). BBDO Zagreb also authored the idea behind the finalist in the category SoMoRitanac, campaign Scratch for a reason, so at SoMo Borac they had a very successful premiere. Since we also had the chance to see some big players of the regional market on the stage, I would conclude that the time has come in which integrated agency most certainly rush forward in huge leaps. Whether they will dominate in the future remains to be seen.