“Drinkers Pay Their Way” campaign was conducted with the Croatian Institute of Public Health and Bonar high-school band
Bruketa&Žinić&Grey have won silver in the Balticbest competition for the “Drinkers Pay Their Way” campaign, launched by the Croatian Institute of Public Health to warn against adolescent alcohol use. Balticbest is a festival of creativity rewarding communication campaigns from small European countries with population under 5 million. The jury convened online to publicly discuss project evaluations and awards.
The awarded “Drinkers Pay Their Way” campaign well-received by the Croatian public was conducted in November 2019 together with Bonar high-school band, by hacking Nova TV’s Croatia’s Got Talent Show (Supertalent in Croatian), the most popular TV show in Croatia among the target audience. The band qualified for the show’s final and surprised the audience and the jury by singing the rewritten lyrics of the popular Opijum song by Magazin pop band to show the dreadful effects of teenage alcohol consumption.
“This campaign is a good example of how to reach youth by fitting into the available content they consume, and spur a public discussion. We are happy to hear the Balticbest jury recognized that,” said Nikola Žinić, Chief Creative Officer at Bruketa&Žinić&Grey Agency, which got a gold in the Balticbest competition 2019.
This year the Balticbest festival had 164 competition entries.