We like to call ourselves designers, but we’re a bunch of monkeys
Bruketa’s speech at the Luxembourg Design Awards ceremony
By Siniša Waldinger, the agency’s Creative Director
Outdoor advertising and the billboard as its most prominent representative has gone a long way since 1850 when it appeared for the first time. Today it is still an important part of the media mix with an increase of investments in it. It’s a medium with a rich history but a challenging future as well which has a lot to do with the adoption of modern technologies that have made a grand entrance into all spheres of advertising. Outdoor advertising will still be relevant precisely because of its ability to transform itself from a static, monolith poster to an interactive medium, with digital billboards as just the beginning – contextual advertising, multisensory messages integrating all five senses or gesture-based advertising reacting to movement will turn the billboard into our smartphone’s best friend.
Siniša Waldinger, Creative Director, Bruketa&Žinić OM
Part of this text has been published in the business weekly Lider.
Bruketa’s speech at the Luxembourg Design Awards ceremony
WOO Creatives Awards were presented at the global Out-of-Home Advertising Congress from June 4 to 6, 2025, in Mexico City