The poster that helps find lost dogs
HT, a member of the Deutsche Telekom Group, transformed out-of-home media into a tool for finding lost dogs as part of its GPS Pet Tracker campaign
Marodi is a pasta producer from Međimurje. Since its foundation the company has always been centering in quality as the most important value of its business story. The pasta production began in 1992 in a small town of Domašinec in Međimurje, and ever since Marodi has successfully positioned itself as a brand striving to preserve the traditions of Međimurje region.
After last year’s packaging rebrand and redesign of Marodi’s full product line, this year Bruketa&Žinić&Grey Agency was tasked with designing Marodi’s campaign aimed at promoting Međimurje culture and language, intergenerational knowledge transfer and Marodi brand.
In 2018 Međimurska popevka, a folksong from the Međimurje region, was inscribed on the UNESCO’s Representative List of the Intangible Cultural Heritage of Humanity, to remain safeguarded for as long as it is performed. In order to contribute to the preservation of Međimurska popevka, a limited collection of five volumes of Međimurje folksongs was designed, each volume including a special Marodi alphabet pasta packet with the exact number of letters contained in the respective folksong.
The collection has five folksongs, i.e. volumes: Ljubav se ne trži niti kupuje (in English: You can’t sell or buy love), Dej mi, Bože, joči sokolove (in English: God, give me the eyes of a falcon), Međimorje, kak si lepo zeleno (in English: Međimurje, you are so beautifully green), Vehni, vehni fijolica (in English: Wilt, wilt my violet) and Klinčec stoji pod oblokom (in English: Young boy is standing beneath the window).
Teamed up with the Alliance of Croatian Cultural and Artistic Associations of Međimurje County, Marodi also initiated a campaign to declare the Međimurska Popevka Day. This initiative is aimed at determining a date on which every year the local authorities will encourage various activities to promote the Međimurje folksongs across educational institution, ensuring intergenerational knowledge transfer, preservation of Međimurska popevka and its status on the UNESCO’s Representative List.
The campaign also featured collaboration with the famous acapella group from Croatia, Voxford, who made a recording of their own two reinterpretations of Međimurska popevka.
“We live in times of great changes the pace of which is accelerating even faster, which is why the preservation of cultural heritage has never been more important. Međimurska popevka is a paragon of Međimurje tradition. It has always been written and performed here, to mark the small joys of life as well as those great moments in life. For that very reason, as a 30-year-old local pasta manufacturer, we want to be the custodian of the rich heritage of Međimurje region,” said Antun Marodi, Brand Manager at Marodi Company.
The afore-mentioned Alliance and Marodi invite kindergartens to get involved in this Save Međimurska Popevka mission. The interested kindergartens can apply online using Marodi social platforms by March 31, and the Alliance will help them promote Međimurska popevka among the youngest.
