Every year, the marketing network traditionally publishes a series of texts THE BEST OF 2020, in which prominent creative directors of agencies from Serbia and the region single out the best local, regional and global campaigns from the past year. See which campaigns Predrag Vojinović, Creative Strategist at Degordian Belgrade, singled out as the best.
It’s hard to talk about pushing boundaries in the advertising industry in an era when boundaries are imposed on us in movement, socializing, doing business and other things that make up life. Of course, even in such conditions, there were campaigns that drew attention to the idea, context and moment in which they were created.
#1 Whopper and Friends
I didn’t “drink” this campaign as a kind of CSR or a collegial gesture, far from it… But I think this is homework on how to position yourself as a leader in the category.
# 2 Grand Coffee – Let’s have time
One domestic campaign that is not related to Kovid, with a universal message and a great creative execution. I would especially like to point out the content for digital channels that was specially created for social networks. This gave a special quality to the whole campaign.
# 3 Brand reactions to hours of Google shutdown
I will give myself the freedom not to point out an individual campaign, but the reactions of the world’s biggest brands to the shutdown of Google for a few hours. It is a reminder of what brand profiles on social networks should be and how important it is to be “alive” and react in the moment.
Hey @Google – have you tried turning it off and on again?
— Burger King (@BurgerKingUK) December 14, 2020
The phrase “Make the LOGO bigger” is well known in our profession. When you look at our industry in the years behind us, how would you take the word LOGO?
We live in a time of anxiety and questioning. Who understood the seriousness of the situation, understood, who has not so far will not in the future. That is why I think it is time to return humor to communication, because laughter has a positive effect on health, mood, but also perception. So yes, I would say Make the SMILE bigger!
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