Drugi jezik na kojem je dostupan ovaj članak: Bosnian
By: Asja Dupanović
Andraž Čelik has been a member of the Internavti crew since the autumn of 2016. He completed his studies in social sciences at the Faculty of Social Sciences of the University of Ljubljana and joined the agency as a junior Copywriter. Prior to that, he gathered knowledge in the Slovenian startup Mesi. With the victory at the Young Creatives Competition at this year’s Slovenian Advertising Festival SOF, he proved to everyone, and above all to himself, that he should seriously be counted on.
Tit Lončar came to the agency at the end of 2017, as a student of the last year of Communicology studies in Ljubljana. At that time, he was willing to do anything – just to start working in an agency. Internavti soon realized that his potential in the creative field is far greater than his accuracy. In 2018, he made demanding entrance exams for studies at the Rotterdam School of Management, Erasmus University, for the MSc Marketing Management Master’s Program. Before leaving, his only wish was the assurance of Blaž Kocjančič, the Creative Director, that he would be able to compete in Young Creatives representing Internavti.
MM: Who are Internavti and what is your main specialty?
Andraž Čelik: We are a small team of creative professionals striving towards excellent communication solutions. Our main characteristic is the small size of the agency, enabling us to combine the professionalism of large agencies with the boutique-like flexibility of startups.
Tit Lončar: I myself, joined Internavti straight from the University and somehow awaited with fear to see what my first job would be like. The fear was unnecessary, as I immediately felt at home. What is most important, however, is that all my colleagues are masters in their fields and have been great role models from the very start.
MM: You won the competition at this year’s Young Lions Slovenia. What was your solution all about?
Tit Lončar: The brief required us to prepare youngsters for saving by using a digital solution. Saving money is a great challenge for young people. They are confronted with low income and high cost of living, but also wish to enjoy their day, to have avocado toast and the likes. Because they are more likely to tackle challenges if those can be shared in social media, we have designed an app and the hashtag #NLB_hudcajt (Slovenian for hard times). Inside the app, one chooses an amount and photo published on Instagram along with the hashtag, the application takes the amount from their main, to the savings account. Let’s say one is taking a picture of a beautiful sunset. Such a photo deserves a small tip. The moment an individual publishes the photo along with #NLB_hudcajt, the app transfers a small amount onto his savings account, to have in case of hard times. This way, the person is also showing off in front of their peers as in, “look at me, enjoying myself and managing to save money at the same time”. Of course, we are talking about minimal amounts, but it’s important to have young people and their followers even beginning to think about saving.
MM: How are you going to be preparing for the competition in Cannes? What do you expect to learn there?
Andraž Čelik: We have been preparing for Cannes through the tasks given to us by our Creative Director Blaž Kocjančič. These tasks are a kind of a sandbox, where we can really think outside our frames and try to learn as much as possible before going to Cannes. I expect a lot from this trip, new experiences, new knowledge and, of course, great fun.
Tit Lončar: This year’s competition in Portorož was our first major joint project, and I must say that we came back stronger and richer for an important experience. It’s such a “brothers in arms” feeling. Competitions of this kind test your boundaries and ultimately consolidate you. In this respect, Cannes will only be the cherry on top, and at the same time also an opportunity to acquire new “subcutaneous tattoos”. I am also looking forward to learning what kind of energy Jeff Goldblum actually possesses, how to smuggle into VIP parties and other important tricks of the festival in Cannes.
MM: Who are your role models?
Andraž Čelik: I think that anyone can be a role model and that you have to have more role models, constantly looking for new ones. Your colleague at work can be a role model by performing a task in an outstanding manner, or a fictional character from the series or a book you are currently reading. Role models can be found at every step and every day. These are simply people who delight you with something. Even if you do not perceive them as role models, you will know it once you feel the inspiration.
Tit Lončar: If I may borrow the words of Tyrion Lannister: “There is nothing more powerful in this world than a good story”. My role models were always storytellers in all their forms. I highly value the authors who convince me with their brutal sincerity. Individuals who reveal the state of the human spirit in words and can assure you that you are not alone in your fight. Masters of fantasy novels such as China Mieville and Steven Erikson, emo poets Conor Oberst and Leonard Cohen or the evangelist of decadence Hunter S. Thompson and Fat Mike.
MM: Can creative ideas save the world? How?
Andraž Čelik: My opinion is that today we have to be particularly responsible for the extent to which hope can be placed in creative solutions which try to change a social or political problem – especially through digital channels. While we know that well-designed digital solutions can achieve incredible results and trigger positive ripples in the real world, it seems to me, however, that we sometimes quickly forget about passivity, which is, by its nature, promoted by the web. If you share a hashtag on Twitter or change the profile picture on Facebook, it doesn’t mean that you’re an activist. At best, this means that you help to raise awareness about, for example, the importance of conserving the natural environment. You did, however, not actually clean up a river bed or a meadow. Google “Gondor calls for aid meme” if you don’t know what I’m talking about.
Tit Lončar: There is no doubt about it. Only an extremely creative solution can break through the frames of conventional patterns of behaviour. We live in a world in which some people are very cosy. It is only with an exceptional creative idea that one can get people out of their very comfortable position. Creative solutions are those that draw attention and change behaviours.
MM: Are young people in the communications industry braver and freer in their expression than the previous generations? What is your main contribution to the industry?
Andraž Čelik: I think that the concepts of freedom and courage are extremely subjective and cannot be generalized to the whole generation. Freedom is in your head, and you decide on the courage. Therefore, I do not believe that we are braver or feel more freedom, perhaps we are only more adapted to the time in which we are creating, because this is (for now) the time in which we grew up. having all the tools and channels available to us today, I cannot even imagine how people created in the communications industry 50 years ago. The industry was, definitely, less complex, and therefore ideas had to be better. Maybe I am somewhat envious of them.
Tit Lončar: We may be younger, braver and freer in expressing ourselves, but we also jump into things to easily. We have crazy ideas, but we lack the “know-how”. The task and the main contribution of young people is to push the limits. However, these limits need to be pushed intelligently. It is here that our older colleagues come into play. The optimum functioning of the industry lies in the intergenerational cooperation and integration. Of course, I am not talking about inhibiting creativity, only our older colleagues being able to turn our energy into the right direction.
MM: What is your vision of the future of communication in general, online and offline? How to catch the attention of a consumer today, when the attention is so short-lived?
Andraž Čelik: I think that there are changes coming up in the world of communication, and I look forward to them, whatever they may be. With changes we grow, of course, if we do not get scared by them. Personally, I wish to see more quality and less quantity, especially in the online world where it is possible to overlook or skip certain content. I believe that if the entire communications industry made a “reset” and stopped bombarding the consumers with huge amounts of content, produced less, but better quality, the attitude of people towards advertising would also change.
Tit Lončar: Like many gamers, I’ve been eagerly awaiting the development of virtual reality for years. What they now offer under the name of VR glasses, Oculus rift and the like is only a poor consolation. The development of virtual reality will open the way for the communicators to a larger sandbox, in which we can experience and create all the crazy ideas that are currently just rolling around the corners of the brain. Attention of the consumers, especially online, can only be gained through quality content.
MM: Where do you see yourselves in the distant future?
Andraž Čelik: Somewhere where I will be able to do as many checks as possible on those criteria that are personally most important to me. This is always my main drive. I never set material goals for myself such as “I want to achieve such and such title” or “I have to be paid at least X”. I do, however, always strive to grow and cultivate creativity in one way or another.
Tit Lončar: It’s too early to think about the distant future, because I just came out of college. Currently I see only years of training, education and creativity in front of me. If I’m lucky, I will spend my years as a part of a great team, maybe even manage to beat the syndrome of an imposter. I will try to ensure that money doesn’t override my integrity. Of course, as every true millennial, I wish to retire at the age of fifty and travel the world. Well, I wouldn’t mind the position of a Member of the European Parliament either.
MM: What are your passions outside the agency?
Andraž Čelik: There are quite a few ow them, so I will list three which probably define me the most: vegan cuisine, gaming and alternative music with a subculture. In various ways, I do my best to be creative outside the agency, but this is often difficult due to an overcrowded schedule.
Tit Lončar: Finding the meaning of life on the Internet and on the street. Otherwise, I love to play a good game with my pals, drink beer, go to various concerts, trips and festivals. Lately, I’m becoming an ever-better chef.
