Alphabet pasta honours Međimurje folksongs and wins international awards
- by croatiaweek
- in Business
(Photo credit: Domagoj Kunić)
Croatian Agency Bruketa&Žinić&Grey has won the Grand Prix prize at the White Square International Festival of Creativity 2024 for their innovative campaign promoting the preservation of Međimurje tradition.
Their unique approach has brought international recognition to the rich cultural heritage of Međimurje, which also saw it win a bronze award at the most prestigious world festival dedicated to the communication industry – Cannes Lions.
A Unique Folksong Collection: Promoting Međimurje Tradition
The award-winning ad campaign for Marodi, a pasta producer from Međimurje, features a one-of-a-kind collection of folksongs, ingeniously packaged with alphabet pasta.
(Photo credit: Domagoj Kunić)
This creative idea was designed to preserve and promote the cultural heritage of Međimurje in an engaging way that resonates with both locals and a wider audience.
Marodi, which was established in 1992 in Domašinec in Međimurje, has always prioritized quality and tradition.
This creative product ties together the culinary and cultural traditions of the region.
Celebrating Međimurska Popevka
In 2018, Međimurska popevka, a folksong from the Međimurje region, was inscribed on UNESCO’s Representative List of the Intangible Cultural Heritage of Humanity.
To celebrate and preserve this heritage, the campaign included a limited edition collection of five volumes of Međimurje folksongs.
Each volume was accompanied by a special Marodi alphabet pasta packet with with the exact number of letters needed to spell out a verse from a folksong.
(Photo credit: Domagoj Kunić)
The folksongs included in the collection are: Ljubav se ne trži niti kupuje (You can’t sell or buy love), Dej mi, Bože, joči sokolove (God, give me the eyes of a falcon), Međimorje, kak si lepo zeleno (Međimurje, you are so beautifully green), Vehni, vehni fijolica (Wilt, wilt my violet) and Klinčec stoji pod oblokom (Young boy is standing beneath the window)
The campaign also featured a collaboration with Voxford, a famous acapella group from Croatia, who recorded reinterpretations of Međimurska popevka.
One of the key goals of the campaign was to encourage intergenerational knowledge transfer, making it engaging for younger generations to learn about their heritage.
(Photo credit: Domagoj Kunić)
The campaign aimed to have Međimurska Popevka Day declared by the local government, a goal that was successfully achieved. Through collaboration with public figures and various activities, the campaign created a strong connection with the target audience, ensuring that the cultural heritage of Međimurje is preserved in an organic and meaningful way.
The White Square International Festival of Creativity is renowned for appreciating creative ideas and individuals in the industry.
(Photo credit: Domagoj Kunić)
The 2024 festival saw 1,115 entries from Europe, North and Latin America, MENA region, Asia, China, and beyond. The entries were evaluated by six international jury line-ups, comprised of internationally recognized professionals and experienced jury members from prestigious global festivals.
Watch the ad below:
The Grand Prix was determined by the Grand Jury, consisting of the Chairmen of all the main jury line-ups.
