As Poslovni Dnevnik/Marta Duic writes, Cresta is an international award for creativity in marketing communications, which has been awarded since back in 1993 and for which many of the most respected international creative companies compete. It is considered to be a real global benchmark for and of creative standards.
The award-winning project of Croatian creators Untouched by Light, is the first sparkling wine in the world to be produced, sold and tasted in full, and was created in response to scientific research that confirms the negative impact of light on wine aromas, especially when it comes to sparkling wine.
With it, the Bruketa&Zinic&Grey agency and the Slovenian winery Radgonske gorice created a completely new product instead of the traditional advertising, with the aim of positioning this winery on the global market. Winning the Cresta Award, this creative idea found itself side by side with major global brands such as Adidas, Pepsi or Xbox. Unlike similar competitions, here the winners are chosen by the sum of the points of the 120 members of the jury, without their mutual discussions which may influence the scoring.
Some of the jury members were Marco Cremona from Google, Oriel Davis-Lyons from Spotify, James Hirst from Pinterest and various other representatives of some of the world’s strongest creative agencies. Since back in 2018, the Cresta platform has been led by Lewis Blackwell, who was previously the creative director of Getty Images and the publisher of Creative Review magazine, and Alan Page, an award-winning creative director and songwriter.
“Despite the fact that more than a year has passed since the outbreak of the coronavirus pandemic, or perhaps because of it, we have seen a good cross-section of fresh innovation and deep feelings in a lot of works that have really impressed the jury,” said Alan Page at the awards ceremony.
For more, make sure to check out Made in Croatia.
