REGION – The jubilee hundredth awards of the Art Directors Club of New York (ADC100th Annual Awards), the longest-running international competition in advertising and design, will be presented tomorrow. The jury, which includes the best creatives from all over, chose the project Untouched by Light.
It is a project that the agency Bruketa & Žinić & Gray made with the Slovenian winery Radgonske gorice in which instead of an advertising campaign they created a new product – sparkling wine produced in complete darkness. The whole project is based on the research of prof. Nobel from the University of California, which proved that the exposure of sparkling wines to light spoils their taste. That is why Radgonske gorice, at the suggestion of the agency, adjusted the production process, which now takes place completely, from harvest to distribution, in complete darkness, with the help of night vision goggles. The bottle itself is packaged in a special way, so that it does not let light through. It was this idea and design of this packaging that was awarded by a jury in New York. The idea has already met with a great echo. It was reported worldwide in over 230 publications in the media such as The Washington Post, The Independent, Forbes, Der Spiegel, Decanter and Wine China, which resulted in the interest of distributors not only for this product but also for other products of Radgonske gorice.
“This project is an example of how local companies can effectively address the global market. Creative potential in agencies can be used for much more than creating ads. Original products and services find their way to consumers more easily, “said Davor Bruketa, creative director of Bruketa & Žinić & Gray, which was awarded for the fourth time by the New York Art Directors Club, making it the most awarded Croatian agency in the competition and the only Best of Discipline.
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Source: PORTAL by marketingmreza.rs.
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