At the fifth consecutive prestigious Effie awards festival in Serbia, in the Media Innovation category, the campaign Just try it – and feel JOY was awarded, which was designed and realized for The Coca-Cola company by the creative team of the McCann Beograd agency with partners UM Beograd, Represent Communications, Tuna fish studio and Žiška.
“The success recognized by Effie belongs as much to teams as to individuals. It celebrates partnership, transparency, patience and expertise. That’s why we at McCann believe that this festival goes beyond the standard understanding of success and moves the entire industry in the direction of a new culture built together by clients and their agencies. For us, Effie is more than an award and represents a personal thing for everyone in the process, from the very beginning of the project. Success at this festival is our strategic goal, the realization of which requires the cooperation and joint effort of all parties. We are grateful to the client for the trust shown and the space to express our creativity, as well as the jury that recognized our efforts,” said Katarina Pribićević, Strategy & Growth Director, McCann Beograd, on this occasion.
The awarded neXt JOY campaign with its unique format brought refreshment in every sense. Namely, in addition to standard communication channels, this campaign addresses the target group – young people – in an innovative way by using social networks. On the official Instagram account of neXt JOY, for the first time, using the IGTV format, a feature series consisting of five episodes was broadcast and follows the different life situations of five high school students whose characteristics are described through five new neXt JOY flavors. The plot of the series follows the plot of the TV commercial, builds on it, develops it and takes it in an unexpected direction.
“We are grateful for this wonderful award. First of all, to the entire team that worked on this project, our long-term partners agencies McCann, UM, Žiška, Represent Communications, as well as the jury that recognized the quality of creativity and the use of innovative media channels. We had the difficult task of addressing the most demanding target group – teenagers – who are constantly online, and through a format acceptable to them, we tell and motivate them to be themselves and that it’s OK to just try. We have achieved excellent results, which is supported by this award, which now gives us the wind in our backs to be even better and more innovative”, said Marina Trajković, Senior Brand Manager of The Coca-Cola Company.
The Effie recognition is awarded at the local, regional and global level to agencies and advertisers who are behind successful marketing campaigns that have achieved or exceeded the set goals and thus solved the challenges faced by their clients, and in Serbia it is awarded for the fifth time in the organization of IAA Serbia.