It is a special honour in itself, but especially since it is the first time in their hundred-year history that Art Directors Club New York awards the Best of Disciplines to a Croatian Agency. ADC 100th Annual Awards is actually the longest-running international competition in advertising and design, and the Awards Ceremony will take place on Wednesday, June 9, 2021, in New York City.
UBL is a project designed by B&Ž&G Agency for a Slovenian winery Radgonske Gorice. Instead of an advertising campaign, B&Ž&G Agency created a completely new product – a sparkling wine produced in complete darkness. The entire project rests upon a research study by Prof. Nobel, University of California, who proved that light has an adverse effect on sparkling wines and their aromas. In keeping with this fact, and as suggested by the Agency, Radgonske Gorice adapted their production process, which is now carried out in pitch darkness, from harvest to distribution, using night vision goggles.
Untouched by Light – case film from Bruketa&Zinic&Grey on Vimeo.
The bottle packaging is also one-of-a-kind, designed to be light-proof. The ADC judges decided to award both the very idea and the design. The idea has already received great acclaim. It has been covered by the media worldwide: such as The Washington Post, The Independent, Forbes, Der Spiegel, Decanter, and Wine China, in more than 230 press releases, kindling the interest of distributors not only in this product but also in other products by Radgonske Gorice.
“This project shows that local businesses can successfully turn to the global market. The creative potential of agencies can be used for much more than just an ad creation. Original products and services find an easier way to reach their customer,” said Davor Bruketa, Creative Director at Bruketa&Žinić&Grey Agency, which has become the most award-winning Croatian agency in this competition and the only one to have earned the Best of Disciplines title.
You can read more about Bruketa&Žinić&Grey Agency HERE.
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