The #StayClean campaign, which was realized by McCann Beograd and Drive for Exit, won the SoMo Borac award for Digital MIX and made it to the finale of the Somo Web category. Additionally, the fARytale Journey campaign for neXt was also among the finalists in two categories – Somo App and Somo Tech.
The associating agencies were Lilly021 for #StayClean and LiveViewStudio and Flexis for the fARytale Journey. McCann Beograd also made it to the finale in the SoMoRitanac category with its #bebabiragde campaign for Rosa.
The award for Digital Mix emphasizes those campaigns and projects realized on one or more digital platforms (social networks, mobile applications, websites, IoT and others). “The StayClean campaign represents one of the most important socially-responsible campaigns in the region in 2019, aimed at creating a new way of showing the adverse effects of drug use. By combining the power and influence EXIT brand has among the young people in the region with the super creative ideas of McCann Beograd, the campaign won the public’s eye in a way that was at the same time shocking, fun and educational. We believe it primarily affected the younger generations, who are dealing with this challenge at an earlier age”, said Ivan Petrović, chairman of the board of the EXIT foundation.