The column Sloganini@Mediamarketing brings you a monthly overview of current slogans in different market categories, with comments by top creative directors from Croatia and the region. Sloganini gathers Croatian slogans into one place in order to review local advertising production and help the protection of authorship (‘moral copyright’), with the goal of making communication in the public space better and more creative. Regardless of whether you’re an author, an agency or a client, with Sloganini your life can be laganini (easy). Search slogans on www.sloganini.com, sign your own, help us create the best base of slogans by uploading new ones, and hang out at facebook.com/sloganini.
In this month’s edition, slogans from the category of telecommunications are commented on by Siniša Waldinger, creative director of Bruketa&Žinić OM. He started his career as a copywriter.
“I found it very interesting that Vanja called me for the first time to comment on slogans in Sloganini@MediaMarketing on the very same day I had an important presentation for one of the agency’s biggest clients, which we are working on together with the world’s leading branding agency. In the presentation, in addition to a whole range of creative solutions, we presented a new slogan. And I was very pleased with the slogan we came up with. I was so pleased, that over the past weeks I held it saved in a .doc file the whole time, and whenever I caught a ‘power low’ from the daily agency rhythm, I would take a glance at it just to cheer me up. However, at the presentation, our colleagues from the branding agency suggested that we don’t need a slogan. ‘It’s a thing of the past,’ they basically said. It saddened me, not just because I came into this industry as a copywriter, but also because I thought that slogans were the last line of defense of that pure, original, craft of copywriting, which no longer exists. Because we expelled words from communication a long time ago. A picture is worth a thousand words, right? Even more than that, we often tend to say that if you need a written message, it means the idea is not clear enough, because the image should be sufficient. And so, until that day, I had considered the slogan to be that last refuge where solace can be sought by all copywriters, whose written communication skills are not in high demand anymore. However, it seems that even this last fortress has fallen. In the spirit of what I said above, I ask you to read my comments on some slogans from the telecommunications category in the same light. Ratings are from 1 to 5.”
Tele 2: TA-DAA!
Rating: 2
Croatian Telekom: Živjeti zajedno (Living together)
Rating: 3
Vip: Zagrli život (Embrace life)
Rating: 3
Bonbon: Dnevna doza optimizma (A daily dose of optimism)
Rating: 4
Iskon: Ideje iz bliske budućnosti (Ideas from the near future)
Rating: 4
