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  • Vijesti

    Wüsthof Sharp Systemic Brand Identity with Gigodesign wins Red Dot Award

    How to win a Grand Prix in Cannes?

    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

    Lokomotiva and SentecaCommerce signed a partnership for 12 European markets

    Virtual Drumming with Fernando Machado, Karolina Galácz, and Thomas Kolster

  • Tema sedmice
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    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

    Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

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    Do Brands Always Need to Sell Aggressively to Grow?

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  • Dnevnik

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    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

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    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

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    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

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    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

    3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

    Three questions for Petra Krulc, Senior Vice President of Celtra

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Home Opinion

Warmth for all and Google as a prophet

Perhaps it slipped by some employees of the advertising industry, but with the emergence of the refugee crisis, Google decided in a very clever way to raise the awareness of its users about other people's lives and their destinies

16/03/2016
in Opinion
3 min read
Warmth for all and Google as a prophet 3

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

By: Elia Pekica Pagon

Today when we are swamped with all possible information, from all sides, the question of all questions for employees in the field of marketing communications and public relations is: how best to attract people’s attention in a more effective way and how to encourage people to react in the direction of messages served to them?

Bidding farewell to winter temperatures, let us remember two perhaps insufficiently noted campaigns that used the arrival of winter to make people aware that there are other people in this world, and that life itself, and our concern about it, is not and should not be an exclusive right of a group of people, but of all people in the world.

One of these was a campaign by a group of Brazilian creatives, launched in the autumn of last year under the name “Doe Agasalho”, wanting to remind people to donate warm clothes to poor people if they are able to. Guided by the idea of ​​attracting people’s attention in a very special and unusual way, they decided to dress silhouettes of people on the road signs. They wove woolen scarves, sweaters and jeans for them, and on each road sign with a dressed silhouette of a person there was a label with the message “Donate warmth” which called for passersby to humanity, and reminded them that it’s necessary to donate clothes to the needy. “Winter is over in Brazil, but those who live in the streets are still cold!” said on that occasion Ian Hartz from Wunderman. With this campaign creatives ingeniously sent a message: Silhouettes of people on road signs truly represent all of us, right? Therefore, let’s donate warmth to everyone. Warmth should not be the privilege of a certain group of people, while others are freezing.

 

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Another winter is passing. Warmer days are coming. But because of poor living conditions many people still long for the warmth of our humanity every day. Let us remember all those in need of our humanity and warmth in all the days and all seasons … This socially engaged campaigns is one of those that teach us better, more creative and more moral communication and is one of those that remind us that we are not alone in this world and that this world is not there just for us.

Another campaign that I would like to point out is on a similar track as the above-mentioned Brazilian one, and it’s a socially engaged campaigns of Google regarding the refugee crisis.

Google always surprises us with a new creative campaign. Evidence of the inexhaustible pool of creativity of their team is this wow-effect that Google campaigns manage to achieve, because they are really never predictable.

Perhaps it slipped by some people in the advertising industry, but with the emergence of the refugee crisis Google decided to raise awareness of its users about other people’s lives and their destinies in a very clever way, referring to the care of our own lives.

In fact, Google approached its users appearing as a prophet who promises to each user to answer any questions relating to his or her future, noting that for this they would take into account all previous entries in the search engine and search history of each user.

With the emergence of the refugee crisis, Google launched its Google Fortunetelling search engine, and upon learning of it, out of sheer curiosity people went to the site, wanting to hear what Google – which usually knows the answers to all their questions – has to say about their future, and then instead of an answer they were greeted by a warning that every person has the right to worry about their future, with the request to set aside a moment and look at a number of photos and video footage of refugees and at the same time reflect on the fate of refugees and help if we can.

It’s a great example of a “teaser” campaign which, citing the right of every person to take care of themselves, conveniently reminds everyone that precisely because of the care they have of themselves and their future, they should let other people take care of themselves and their fate. Let us ask ourselves: Is not every person in the world entitled to their dignity? Winter is over. The refugee crisis continues. Let us try to understand these people. Let us be compassionate and help them if we can!

betagoogle.com

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