Međimurska popevka got its day, its pasta and its own audience. We told the story of heritage in a modern language. A story the audience can feel, not just understand.
Creative storytellingx that transforms heritage into tangible, modern connections is our passion.
Encouraging the Community to Preserve Cultural Heritage
Our primary aim was encouraging the community to preserve cultural heritage and facilitate its transfer to new generations. In close collaboration with the Marodi brand, we developed a campaign based on the brilliant idea of shaping Međimurje folk songs directly into alphabet pasta.
This highly innovative mechanism connected local culture, education, and a food product by ensuring the number of letters in the pasta precisely matched the letters in each song’s verse.
Success Through Strong Media and Influencer Activation
The distinctiveness of this creative storytelling concept was amplified by strong media and influencer activation. This activation ensured the campaign inspired genuine engagement, leading directly to the initiative to establish Međimurje Folk Song Day, which was officially confirmed on November 28.
The campaign’s success in encouraging the community to preserve cultural heritage was evident in its massive reach, involving kindergartens, institutions, and wide audiences across Croatia. It demonstrated a successful blend of business and social objectives, highlighting the power of innovative thinking in communications.
This project’s exceptional creative storytelling earned it a Bronze at the Cannes Lions Festival in the Print & Publishing / Innovative and Adapted Use of Print & Publishing category.
This achievement made our agency the first PR agency in Croatia to secure such a distinguished award, proving that ideas achieving real social impact—like the proclamation of Međimurje Folk Song Day—can also win the highest recognition in the world of marketing communications.