PORTAL Art&Business | PORTAL WOMANCOMM | KREATIVNI PORTFOLIO 03 | HOTEL JUGOSLAVIJA (PDF)
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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
    daljinski-naslovnica

    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

  • Kolumna

    Sponsors? What that?

    misa-naslovnica

    Miša Lukić: What can start-ups learn from sperm?

    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

    The Advertising Industry: From Alchemists to Distributors and Back Again

    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

  • Dnevnik

    Diary of a Methuselah #176 Will our industry come out of this better and smarter?

    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

  • Mladi lideri

    Mladi liderji – Uroš Zorčič, New Moment Ljubljana: Vedno gledam na dela sama in ne postavljam v ospredje posameznih ljudi ali agencij

    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

  • Tri pitanja

    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

    francis-ingram-naslovnica

    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 Topic of the week

Topic of the Day: Is creativity in Slovenian advertising different than in other countries of the Adriatic region, and how much?

Our question was answered by three members of the Slovenian Advertising Festival jury outside Slovenia

25/04/2019
in Topic of the week
4 min read

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

By: Adnan Arnautlija

The curtain has dropped on the 28th Slovenian Advertising Festival (SOF). Awards have been handed, champagne bottles have been drunk, the hangover has passed, excitement has subsided, and the emotions have calmed down. The agency of the year is Agency 101, which last year shone with the Hidden Escape Room campaign. Agency Grey Ljubljana and their client A1 Slovenia all but dominated this year’s award ceremony. Among the award-winning agencies there are some new names – Slovenian creativity is on the rise.

The jury for the new, now most prestigious award, The SOF of SOF, among others included three members outside Slovenia – three creative directors whom the organizers thought could contribute to a more objective assessment of the creative value of entries.

They were Vanja Blumenšajn, Creative Director of Zagreb Agency Señor, Jana Savić Rastovac, Creative Director at McCann Beograd, and Veljko Golubović, Creative Director of the agency New Moment Belgrade.

The three of them had the opportunity to look at all the works entered to SOF, and thus gain a very detailed insight into the creativity of Slovenian advertising. We wondered if there is a difference in creative thinking between Slovenian creatives and their colleagues in the rest of the region. Here are their answers.

Veljko Golubović:

This year I was a member of the SOF jury, and last year I also had the pleasure to be part of the WEBSI jury. Both competitions presented the best and most creative communication works in Slovenia.

Compared to ideas from the region, it is obvious that there are similarities, but also differences. Differences are mostly visible in the choice and use of communication channels, as well as in the style in which the message is communicated. Digital channels are in focus and this determines the method of creating, and the quality of the message. Hence, my impression is that Slovenia has once again been the first to boldly make the step, this time into the new era of advertising. The rest of the region is somewhat more “offline” in this respect.

When it comes to similarities, I see them mostly in the choice of topics and exposure to global trends. Trends and pop culture make us virtually identical with anyone else in the world. Individuality of individuals and peoples alike is systematically collapsing at the cultural, sociological and psychological level. Same as the oceans will soon have the same temperature, so will we soon start thinking, working and acting the same, regardless of who we are and where we come from. From that angle, the similarities aren’t really a big cause for celebration.

On the other hand, the choice of topics is determined by context and region. Somehow, the proverbial rule about “south being sadder” doesn’t apply here. Everyone has their dark and brighter side of life, and this is something we can all identify with, no matter how different we may be. This resemblance – that we are human, that we have human emotions, and that we see a person, not a stranger, in other people – this is the only important similarity we should have. That is where great, universal human ideas are created, that drive people and change the world. Everything else – the colour of the skin, the language, the religion, the last name, the football club – are just necessary nuances that give life the colour, smell and meaning.

And without meaning, we are left only with absurdity and the question: Why?

Vanja Blumenšajn:

Usually in the industry we follow world festivals, and for me it is an honour that I had the chance to be in the jury of Kaktus over the last few years, and now in the jury of SOF. It is interesting to see how colleagues work on comparable markets, with similar challenges.

Although I needed help from the Google Translate with wording on several occasions, the ideas at SOF, both in insights and execution, aren’t too different and could easily succeed in the other markets that we consider “ours”. Yugoslavia is no more, but we are not as different as we sometimes like to think. In terms of the quality of the work, it seems to me there is no disparity. Same as in Croatia’s IdejaX or Serbian Kaktus, SOF also had several extraordinary works that stood out (mostly non-television projects). I assume this a realistic representation of the true state of the market.

Jana Savić Rastovac:

The International Jury had the opportunity to look at and evaluate the best of the works on this year’s SOF.

Several capital projects clearly stood out, as a good example of the comprehensive activities of major brands and efforts to address some social problems. It seems to me that the Slovenian scene lacks a bit of creative craziness, which is true for the entire creative scene in the whole region, so the thing I wish to all o us in this year is exactly that – a bit of creative craziness.

Tags: SloveniaSOF
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