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CampaignsCroatia

All aboard on an one-way trip to the past

November 15, 2017

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Zagreb-based creative shop Imago Ogilvy celebrated their jubilee with a campaign. They bought one-way bus tickets for historical figures of ex-Yugoslavia and took them where they belong – past.

Goran Stanzl/PIXSELL
Goran Stanzl/PIXSELL

A few days ago at a bus station Zagreb you could spot an unusual bus. With a sign »Ride of the Ghosts of the Past«, carrying people dressed as ghosts. They characterise figures such as Josip Broz Tito and Ante Pavelić. Check the full slot on the picture. “”From the bus station in Zagreb, we took the ghosts on a one-way ride. This means at least one bus less with young talent and brain drain. Young brains that are important to us for the next 25 years of creativity,” agency said.

Goran Stanzl/PIXSELL
Goran Stanzl/PIXSELL

 

BusinessCroatia

UM Zagreb is the new old media agency of Zagrebačka pivovara

November 14, 2017

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Brewer Zagrebačka pivovara appointed UM Zagreb to handle its media account in Croatia.

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An on-going collaboration of 25 years has been extended to digital media buying and planning.  “That’s the second pitch of the kind in my mandate. I think we kept our client not just because we’ve been the best at pitches but as proved oruselves as a business partner who lsiten’s to clien’s needs,” said Mario Lovrić, CEO at UM Zagreb.

CampaignsCroatia

Footbal saga on Magenta 1 continues

November 9, 2017

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As in previous campaign with a tennis star Goran Ivanišević, new effort from McCann Zagreb for Magenta 1 (Hrvatski Telekom) suggests football is the sport number 1. Even Mario Mandžukić brings popcorn to the party!

The push “Vatreni on the doors” or “The Blazers on the doors” as traditional nickname for Croatia’s national football team suggests, continues the promotion of MaxTV packages as the nr. 1 destination for sp… well, football fans.

CampaignsCroatia

A touch of history

October 23, 2017

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Brigada, Millenium promocija and Bruketa&Zinic&Grey turned a WW2 shelter under Zagreb’s Old Twon into… interactive time machine where visitors can experience more than a decade of Croatia’s history.

The exhibition covers 2100 square meters in total, spanning the full 350 m of the main tunnel hall, including 200 m of its passageways. “We wanted this exhibition to make people feel the history as a living whole in which every individual takes their significant part and creates a single story,” says Damjan Geber, Creative Director at Brigada. His concept of time travel and engaging individual historical stories was a foundation for the entire spatial design was built on.

A net-like steel structure has been installed in the tunnel (like a tunnel inside the tunnel). Anybody’s old photograph can find its place inside the tunnel after being posted via social media using a hashtag #povijestpisemosami (write your own history in Croatian). The remaining surface is filled up with reproductions of historical artefacts.

The exhibition as a whole spans 13 decades characterised by events, people and artefacts. Brigada integrated the elements of multimedia and scenic design into the chief exhibition content to intensify the experiential aspect of the exhibition.

 

BIHCampaignsCroatiaMacedoniaSerbia

McCann employees take over the streets

October 15, 2017

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20,000 McCann employees hit the streets of their local cities to ask Consumers how they think, feel and shop. In the region, initiative featured Zagreb, Belgrade, Skopje and Sarajevo.

Truth About Street I&F McCann Grupa (1)

McCann Worldgroup has enlisted all of its employees around the world to leave their desks for a day and head to the streets in their local markets to meet with and interview people face-to- face to gain insights into their shopping behavior and their relationship to cultural values. With the study, the agency network aims dig deeper into the diversity of local culture and the effect on peoples’ lives, attitudes and behaviour.

“This is the first time that we have galvanised our entire employee base to help us develop in-depth insights about local culture and its connection today to brand attitudes and shopping behaviour,” said Luca Lindner, President of McCann Worldgroup President. »In doing so, our employees will hear first-hand the cultural shifts that are affecting our clients and have a deeper understanding of how to apply these learnings to help grow our client’s brands and businesses.”

CampaignsCroatiaDesign

Franck turns 125

October 10, 2017

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Bruketa&Žinić&Grey redesigned Franck's new visual identity, which features a refreshed packaging and a logo.

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One of the most well-known manufacturers of coffee, tea and foodstuffs in the region came up with some new design adaptations for modern marketing communications. Even beloved Franka, a brand’s icon, has been (re)illustrated on the packaging of Franck’s most prominent product.

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Processed with VSCO with c5 preset

CampaignsCroatia

Everything? Everything.

October 2, 2017

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Bruketa&Žinić&Grey created a brand new communication platform for telecom Vipnet titled "Everything" ("Sve" in Croatian).

In the last few weeks , Vipnet’s billboards took over Croatia with different takes on Everything, emphasizing the term as a synonym for creativity. However, there have been a variety of attempts such as “She threw everything to the river” (“Bacila je SVE niz rijeku”) and »Everything’s good« (“Dobro je SVE”). Finally, the real slogan of the campaign has been revealed: Everything is in your hands!

The slogan communicates the message that reminds people they have control over technology and digital tools. To maximise their efforts, the agency used of/on form. Also, examples are shown to users which are socially relevant and can contribute to the better of society with the help of technology.

 Credits:  

Client: Vipnet

Marketing director: Lordan Kondić

Brand and marketing communications director: Marija Jakeljić

Coordinator: Vedran Hrgović

Campaign expert: Željka Mojzeš

Digital media and planning planning expert: Mila Perović

Media Strategy Principal, Media Planning Liliana Božić

Agency: Bruketa&Žinić&Grey

Creative directors: Davor Bruketa, Ivan Čepelak

Junior creative director: Đorđe Janković

Account director: Roberta Kranjec

Art director: Ivana Momčilović

Account manager: Martina Brnić

Account executive: Ante Kantor

Digital account executive: Stipe Bačić

Account assistant: Josipa Pipunić

Copywriter: Martina Tupek

Designer: Alen Lipuš

Head of DTP: Radovan Radičević

DTP operators: Željka Tročak, Danko Đurašin, Saša Rehtaček

Designer: Miran Vučenović

Production: Švenk produkcija

Director: Blaž Švent

Producer: Nina Petrović

Video production: Croatia film / Suzana Kijuk

Online material production: Degordian

Media agency: OMD Media

CampaignsCroatia

Goran Ivanišević and his son star in a new Magenta ad

September 28, 2017

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Croatian tennis star and his son enjoy playing tennis in CT’s latest push by McCann Zagreb. Tennis is actually their favourite sport. After football.

“Football is a fascinating game. As I really love it, it was a great pleasure to work on the campaign. We quickly came up with the basic concept: all sports are very interesting, but football still has something really special,” said Daniel Vuković chief creative director at McCann Zagreb.”In order to illustrate this thought, we looked for people who are famous for some other sport, but who love football. We found our guys in Goran and his son Emanuel. I think that in this campaign we managed to convey how football is a fascinating sport, and how much it attracts people”. Anyway, the crew had a lot of fun on the set, just check the video below!

Credits

Project manager: Bianka Stojanov

Art directors: Sandra Mrkšić and Krešimir Grancarić

Copywriter: Boris Miletić

Video production – Val produkcija

DirectorDalibor Matanić

CampaignsCroatia

You attract what you radiate

September 27, 2017

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Latest push by Raiffeisen, aimed at SME, shows a »domino effect« if your service is on a level it should be.

McCann Zagreb created a campaign and a communication platform for RB called »Unusual experience of happy bank services users«. When entrepreneurs, among other things, are satisfied with their bank, then they are pleased with it and “transform” it to their customers, who are once again happy with the services they are delivered by entrepreneurs and deliver that pleasure to others. In the ad, we follow this kind of chain reaction that begins with a good bank choice and ends with a bouquet of flowers in front of Dunja’s door.

CroatiaEvents

10th WMF: From Mindfulness to Transport Alternatives

September 26, 2017

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10th jubilee edition of the biggest communication event in the region has been visited by 5 thousand delegates who could attend more than 60 panels while 120 speakers shared their knowledge. Also, BalCannes and SoMo Borac awards have been handed to the winners.

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Grey Ljubljana replaces Pristop at the BalCannes throne

Grey Ljubljana has been named the Agency of the Year at 6th BalCannes while the best 25 projects of the year have been presented by their respected winners. Moreover, 5th SoMo Borac awarded the best digital projects in the region.

Audience of reality shows unattractive to advertisers? Mistake!

In the framework of the thematically the most diverse program so far, we could, among other things, hear lectures and discussions on meditation, changes in the field of transport and the progress in digital in the region. A special part of the festival was dedicated to the Nordic countries. The opening lecture of the festival was dedicated to television and its future. Henning Tewes (RTL Croatia), Rory Buckley, (Disney CEE), and Željko Mitrović (Pink Media Group), discussed at a panel “Where did the contents of American television go?”. As commercial television, they could not avoid the topic of reality shows. On one hand, reality shows record all time-high ratings, and on the other hand, many of them, due to the specific characteristics of the audience, complain that they are not interesting for advertisers. Tewes strongly denounced the latter and set it up for MM in a short interview.

“F**k the Past, Kiss the Future”

Branimir Brkljač (Terra Panonica), Sašo Dimitrievski (Pristop), Bojan Hadžihalilović (Frabrika), Ivan Stanković (Communis) and a moderator Tomo Ricov (WMF) – discussed the formation and evolution of the festival, which has been connecting the region for ten years. Brkljač compared the WMF with an oasis “where our participants can be filled with creativity coming from all over the region”. Eventually, everyone agreed that the region needs such a festival. The most explicit was Hadžihalilović, who gave his recipe for success: “F**k the Past, Kiss the Future”The rock background of the quote can be found in the mini interview below.

Lets not repeat Agrokor

“The bigger and the stronger yet the more incompetent people were in charge of communication. They were “selling” us some really incredible stories,” Gojko Drljača, deputy editor of the Jutarnji List, began the panel on the crisis (non)communication of the fallen Agrokor. “They controlled Croatia, but not the current situation,” remarked Ivan Hrstić, a columnist at Večernji list. The panel was also attended by Violeta Colić, partner in the Komunikacijski ured Colić, Laco i partneri, Krešimir Macan, CEO at Manjgura, and the moderator Mislav Togonal, a journalist at HRT. Ivica Todorić, the head of Agrokor, was also invited to the discussion, however, he canceled his participation in the last minute.

It started and ended with a party

WMF and party go hand in hand and it wasn’t any different this year. There are a lot of forms of entertainment during the day as well, our team gave a shot of one of them.

To sum up….

Pros:

  • Weather
  • Big and easy-going crowd of people
  • Party, party, party

Cons:

  • Regional by the delegates, not so much by the speaker line-up
  • Too many panels, too few lectures with developed ideas
  • »Pay-by-the-Wrist« payment feature’s great! However, it can be frustrating to remember that you’ve left 30 euros behind when you’re already half-way home. We’re interested how much money got unutilised.