Croatian “Boranka” Campaign Wins Prestigious European Award

Lauren Simmonds

The Boranka campaign, conceived by the Imago Ogilvy Agency for the Scout Alliance of Croatia, won the Golden EuroEffie, the most prestigious European award for marketing effectiveness, in Brussels last night.

As Poslovni Dnevnik/VLM writes on the 16th of October, 2019, last night, the most prestigious European marketing performance awards – EuroEffie – were presented in Brussels. One of these valuable statues, the golden one, is coming to not only Croatia, but to the whole region for the very first time thanks to the Imago advertising agency and the Boranka campaign, designed for the Scout Alliance of Croatia.

Having brought the first Cannes Lion to Croatia three years ago, Imago Ogilvy is the first Croatian agency in history to receive EuroEffie for its domestic campaign.

Last year, Boranka encouraged tens of thousands of people to join the largest reforestation volunteer action ever held in the Republic of Croatia. Large forested areas in the vicinity of Split and Solin which were devastated by fires during summer have had trees planted, and this year, that afforestation action is expanding to Zadar County. The Scout Association of Croatia, as the main organiser of the Boranka campaign, plans to gather more than 4,000 volunteers this year in their afforestation campaigns.

The campaign for Boranka has so far been crowned with numerous national and international awards. At the Communication Days (Dani Komunikacija) in Rovinj, Boranka won awards at all of the competitions and was the most awarded Communication Days campaign.

The Golden EuroEffie is just the crown of this year’s huge success and acts as a great motivation for everything still to come as Boranka gets bigger every season.

In order to more easily perceive the value of this award, it should be borne in mind that EuroEffie prestigious statues are competed for by the world’s largest brands from major European markets, with media and production budgets that we in Croatia can only dream of.

”Any creative who works in advertising will tell you that there is no successful campaign without good creativity and that creativity drives sales.

I don’t know, but I stick to the principle that the only good creative is the one that has market results. Even before EuroEffie, we knew that this creativity did a good job because we saw thousands of trees planted around Split and Solin and tens of thousands of people involved in the Boranka campaign.

However, this award is yet another beautiful proof that our creativity is not only effective but appreciated and relevant worldwide. I’m glad that this award happened exactly with the Alliance of Scouts of Croatia who started this wonderful action and who are our true partner in this project,” says Igor Mladinović, Chief Creative Officer at Imago Ogilvy.

“The interesting thing about the Boranka campaign is the innovative way it has touched people. In the campaign, we produced black ash from the trees burned in the summer fires, with the help of the company Karbon, which was then used as a unique ingredient in the production of crayons called – Boralice. It’s a great compliment for us as an agency that this campaign not only touched people in Croatia who are emotionally attached to the story, but also members of the jury of a prestigious communication festival, who come from different European countries. This is an indication that we, from small countries, can not only compete with the big ones, but also be better than them,” explains Darko Bosnar, Creative Director at Imago Ogilvy.

”Smart creativity, strong insight, a lot of persistence and faith in the project – proves a recipe that has been fruitful. The incredible mutual support of the client and the agency has resulted in a truly positive change for the coming generations, which is also the biggest reward for the team that worked on the project. The European Effie is an additional testament to the quality of the agency’s work at the international level and a testament to the fact that everything is possible when a client approaches the agency with a truly partner and open mind,” adds Hiam Hamed, account manager at Imago Ogilvy.

”To us Croatian scouts, all these awards, and especially now the EuroEffie, which is a gold, are a truly incredible success, but also recognition that we’re doing something good and useful for society and the community.

At the same time, this is our additional motivation to encourage and involve even more people in the actions of restoring the nature that has been destroyed. We couldn’t just stand by and watch the thousands of acres of forest disappear, we had to react, and the Boranka campaign and the great Imago crew made this possible.

But perhaps more important than all the awards in the world, we now have the opportunity to enable thousands of citizens, especially the youngest, to take responsibility for protecting our nature and the environment through personal action,” concludes Dan Špicer, Business Director of the Scout Alliance of Croatia and Chief Coordinator of the Boranka campaign.

Make sure to follow our dedicated lifestyle page for much more. If you’re interested in seeing how Croatia works to protect its environment, give Total Eco Croatia a follow.


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