The Best Outdoor Campaign in the World

The campaign “Your posture is your future”, launched by Croatia Polyclinic in collaboration with Go2Digital, the agency Bruketa&Žinić&Grey, and Millenium promocija, has won the WOO Creatives Award in the Digital Creative category at the World Out of Home Organization (WOO) global congress held in Mexico City. This recognition marks a significant achievement for the Croatian creative industry and confirms the quality of local solutions in out-of-home (OOH) advertising.

In Croatia, nearly half the population unknowingly faces potential spine issues. Reluctance to seek professional help has led to what is commonly known as a silent pandemic, hurting the nation’s collective spine with alarming numbers. But now, Croatia Polyclinic’s made sure the innovation steps in where the hesitation prevails.

Blending health awareness and technology, bus stops across Croatia have been transformed into the physiotherapist’s waiting rooms, while digital billboards became screening tools. This unique initiative doesn’t just advertise – it actively helps people take control of their health.

This is how it works: passers-by simply stand in front of the billboard with computer vision which scans their posture. By analysing neck, mid-back, and lower spine curvature through eight key points, the system detects potential issues and provides immediate feedback. The findings are displayed visually and numerically, highlighting areas of concern. For those flagged with potential problems, the billboard offers a direct link to book an appointment with a physiotherapist, prompting an immediate action.

The campaign’s results speak to its success:

– 106,642 people scanned

– 50,521 contacts collected (in compliance with GDPR)

–  46% increase in specialist check-ups

– Reach: almost 78% of Croatia’s population

– The campaign attracted global media attention, including a feature on BBC News – Tech Life

Dino Burbidge, Creative-in-Residence at WOO, stated: “This campaign was a big favourite among the judges. It showed how a smart, thoughtfully executed idea combined with outdoor advertising can make a real difference. Go2Digital and their partners thoroughly deserved this recognition, and I believe more global awards will follow.”

Maja Tucaković, Marketing Director at Croatia Polyclinic, said: “As a socially responsible organization, we understand that prevention plays a key role in preserving health. Our goal was to raise awareness about spinal issues while offering a simple and accessible solution. The project ‘Your posture is your future’ is an example of how the synergy of creativity, technology, and professional expertise can achieve tangible results. We’re proud that our work has been recognized beyond Croatia’s borders, confirming the importance of this initiative.”

Davor Bruketa, Creative Director and Co-founder of Bruketa&Žinić&Grey, added: “Croatia has Go2Digital, one of the most advanced DOOH networks in Europe, equipped with powerful processors and computer vision, opening up new possibilities for innovation in communication with target audiences.”

Dean Udatny, Marketing Director at Go2Digital, commented: “This award is not only a recognition of our team but of the entire Croatian creative industry. At a time when technology and street messaging are searching for new relevance, we’ve shown that a smart idea and strong execution can achieve global reach.”

The World Out of Home Organization (WOO) is the only global organization dedicated to promoting and advancing the out-of-home advertising industry on behalf of its members. Its Board of Directors includes leading international companies such as JCDecaux, Clear Channel, blowUP media from Europe, OUTFRONT Media and Lamar from the U.S., Selvel One from India, Provantage from South Africa, oOh!media from Australia, and Asiaray from Hong Kong. The organization is also supported by key sector associations including OAAA (USA), Alooh (Latin America), FAW (Germany), and OMA (Australia).

The WOO Global Congress annually brings together industry leaders from around the world. In addition to awards for individual achievements, sustainability, and technical innovation, the Creatives Award is considered the pinnacle of creative accomplishment in the OOH sector.

With this award, Go2Digital confirms its position as a leader in innovation and creative solutions, both in the region and on the global out-of-home advertising scene.