At this year’s festival CAKTUS 2021 in the category Individual works – Outdoor, the award went to the agency Friday and Alma Quattro for the campaign “Faces of this city”. On that occasion, we spoke with Đorđe Janković, Managing Partner & Creative Director, Friday agency and Bojana Novaković, Sales Director Alma Quattro.
What does the Cactus Award mean to you?
Djordje Jankovic: The Cactus Award, which comes at a time when the Friday agency is at the very beginning, seems to us perhaps more important and bigger than some previous awards. We want to think that it is only the first in a series and that this time in which we live will not stop us from demonstrating the power of our ideas with our creative approach and design sprints. The opportunity to write these words is primarily due to the company Alma Quattro and the fact that they are not a media company that just stands aside and distributes other people’s campaigns, but one of the important players in our advertising scene. In addition to the campaign they carried out with us, they were a key support in another award-winning campaign “When you’re ready”.
I am of the opinion that the media will play an increasingly strong role in the ideas that emerge. This year, MediaCom from Croatia proved it brilliantly by winning the Cannes Lion.
The Cactus Award, which arrived at an early stage of cooperation between Alma Quattro and the Friday agency, is more than an opportunity for the current show off, it is imperative that in the coming years our partnership will generate beautiful and great ideas.
How did the collaboration / idea for the #Faces of ThisCity project come about?
Bojana Novaković: When you are an OOH medium, you have inventory as a potential that you have, but that potential gets its meaning and significance only with the help of the creativity it carries. When it happens that you have the potential that you want to employ on a creative project that is also your own, and that project is recognized by the advertising industry as worthy of a reward, then it is a complete success, it happened to us. It all started with the idea of employing our network during the summer when we have less advertising dynamics. We wanted to address our fellow citizens with messages that are relevant locally for each part of the city individually. That is how the story of #Faces ofThisCity started, where our billboards are the faces from which the messages that communicate with our fellow citizens are painted. In this way, we made the space we have a little closer to the residents of our city, so that everyone could identify with at least one message that was distributed throughout the city.
With a lot of confidence, we indulged in the creative proposals of the Friday agency. We were willing to listen to suggestions about how others see and experience us. This approach has proven to be fruitful. We won the award in the category Individual works – Outdoor. I hope that we will continue the campaign #FACE of thisCity as part of a broader project of addressing the residents of Belgrade.
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Source: PORTAL by marketingmreza.rs.
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