The Croatian Institute of Public Health runs campaigns warning against teenage drinking on a regular basis, but this time they decided to appeal to young audiences directly by speaking their own language.
In 2019 the award-winning advertising campaign hacked the Nova TV Supertalent (Croatia’s Got Talent) show to convey an important message about the risks of underage drinking. They teamed up with a talented high school band Bonar tasked with singing a song called “Opium” by a Croatian pop-band Magazin in the show’s final. Much to the surprise of the jury and the audience the lyrics were changed to indicate the dreadful effects of youth alcohol consumption, and to send a strong message appealing to its target audiences.
This was also recognized by Graphis, an esteemed international publisher with a tradition dating back to 1944 that publishes and awards work from international talents in the fields of Design, Advertising, Photography and Illustration every year. Today Graphis’ repository boasts over 150,000 award-winning individual pieces of work from all over the world.
The advertising campaign won Bruketa&Žinić&Grey Agency a Silver Graphis Award in this year’s Graphis Advertising Annual competition, competing against the mighty ABC, Netflix, FOX and Amazon Prime. The winners were selected by a jury of experts including Kathy Delaney from NY Saatchi & Saatchi Wellness media agency; Gary Mueller from BVK agency; Allen Oke from Huge agency; Xavier Rivera from US agency Duncan Channon; Mitch Strausberg from Fox Entertainment and Carter Weitz from Bailey Lauerman agency.
“The project was quite challenging. Many things needed to fit into place to hack a TV show successfully. For instance, nobody could know if the band would qualify. Luckily, they did. And not only that, but they managed to shock some of the jurors. I thought the jury would stop their performance… It was suspenseful until the very end, when the band revealed their key message. In an unconventional way, using nothing close to traditional advertising, we managed to send a message to young generations and pique public interest,” said Vanja Činić, Creative Director at Bruketa&Žinić&Grey agency.
The award-winners will also be presented in the Graphis Advertising Annual 2022 book expected to come out in January, but already available for pre-order on the Graphis website.
Besides the Silver in Graphis Advertising Annual, Bruketa&Žinić&Grey also won a Merit Award in Graphis Design Annual competition for their visual identity of the Maslina Resort on the Island of Hvar.