They are creative directors heart&soul of all well established communication agencies. Read what Bojan Dodevski, Creative Director, thinks about creativity McCann Skopje…The interview was conducted by Nenad Danilović, editor-in-chief of Advertiser Serbia
Rate and provide insight into your agency’s creative contribution in 2024
– This year has brought us many reasons for satisfaction when it comes to the creative work of our agency.
At the Golden Drum festival, we were declared the Adriatic Agency of the Year thanks to the awards we won for our client Halkbank. Golden Drum is a festival that is particularly important to us, because it sets high standards and it is a challenge to be recognized by the jury.
We won awards at several festivals: two awards at the Kaktus Festival and gold in the OOH category at the MoM international festival.
Of course, the awards are important, but what I am especially proud of is that this year we managed to introduce a dose of optimism and cheerfulness into almost all campaigns. This can be seen in the campaigns for A1 Macedonia, Halkbank, Pivara Skopje, Coca-Cola, Zito Lux, Eurolink Insurance, Sunday Sweets… Those campaigns contributed to the positive reactions of the audience and showed that we can also inspire people through communication.
Give an assessment of the results of the work of the national and regional advertising scene in 2024… Select the best national and regional campaigns, with an explanation
– I have the impression that a period is coming that will be excellent for creative agencies in Macedonia. Although I am naturally an optimist, I really notice a change in the attitude of clients towards creative work – they increasingly recognize the benefits of real creativity and want their brands to be part of such a story. This gives additional motivation for future projects and for the work of Macedonian agencies.
Which global campaigns or notable individual works from 2024 caught your attention and why?
– This year, I was particularly inspired by campaigns that successfully combine simple but powerful insight with superior craftsmanship. I believe that it is precisely this balance between the simplicity of the idea and flawless execution that distinguishes exceptional campaigns. Below, I would like to point out a few works that caught my attention:
150 years of Whateverken, za Heineken, LePub Milan
The Day A COUNTRY Stood Still, Czech Insurance, McCann Prague
Nocturnal Creatures, McDonalds Italy, Leo Burnett Italy
How do you see advertising today, is it a more conservative or a more dynamic system of action? Does it belong more to the opinion of tradition or to the opinion of revolution? What are its revolutionary capacities and how are these capacities expressed?
– I would say that advertising naturally belongs somewhere in the middle between these two extremes. Although it is dynamic due to constant changes in the world, its place is often in balance – and not because of “being safe“, but because of the nature of our work.
Our product is an innovative communication that takes tradition with it and leads it towards something bolder and more beautiful.
Everything depends on the skill of the creative people to implement it.
Can the individual advertising industry possess the right to revolt in organized form? Is there a possibility for the advertising industry to speak out when it comes to significant social, political and other collective problems? Is something like that possible in the national spaces created in the ex-YU area?
– I have a somewhat unpopular opinion. I don’t see myself as some kind of revolutionary, but I respect those who see themselves as such, ready for big challenges. I love this job and I try to bring small positive changes in the lives of consumers through ideas.
Advertising has the power to inspire, so if you change your focus to public and social issues, such change is possible.
What do you think is the future of advertising – swimming in utopia, dystopia, or I will not go to the third one?
– The future will certainly be exciting. Technological changes, including artificial intelligence, introduce some uncertainty, but it will be an adjustment process that we will go through and, I believe, enjoy the new synchronization between technology and creativity. It’s a challenge I look forward to.
Author: Nenad Danilović
Izvor: Advertiser Serbia
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Source: www.advertiser-serbia.com
