Winner of the most awards at the Festival of socially responsible communication

At the Festival of socially responsible communication "Campaigns with a Purpose", the best socially responsible campaigns in Serbia were announced. Most titles for „Campaign with a purpose 2022“ was taken by Red Communication agency for projects „Your view at the world“ for client Roche, „Fight like a girl“ for client Novartis, „Life in a bag“ for client Lidl Serbia, as well as „Drop off. Play on.“ for client Sport Time and the brand Nike

„Campaigns with a purpose“ awards were assigned for the second time this year, on World Children’s Day, November 20th, at a ceremony in Belgrade, while Red Communication was amongst the winners of this title last year as well. The highest number of acknowledgments of this year’s „Campaigns with a purpose“ is another confirmation for the agency who, during only eight years of its work, has an enviable amount of successfully realized corporative, CSR and brand campaigns for local and international clients from various industries.

Similar to the color in this agency’s name, love and passion are exactly what drives Red Communication in creating and leading marketing campaigns, especially for projects whose main goal is improvement and welfare of the community we live in.

Red Communication won an award in the category Socially responsible integrated campaign for the project “Your view on the world” at the 8th festival of integrated communications KAKTUS 2022, organized by Marketing mreža.

The campaign was completely created and realized by our Agency for the client Roche company, aiming to raise public awareness about the importance of regular ophthalmology checks and also highlighting the difficulties people with retina diseases, as well as their close families, are facing.

At the same manifestation, the award “KAKTUS Rising Star” was also assigned to our lovely colleague Dragana Milačak, Senior PR Manager, of who we, as the Agency, are immensely proud.

The professional competition for KAKTUS awards this year recorded an astounding 250 applications, and the acknowledgments were assigned in 25 categories. The award for the best Socially responsible campaign for “Your view on the world” represents further affirmation for Red Communication’s sincere dedication to projects aiming to improve the society in order to make the world we live in a better place for everyone.

To recollect, the campaign “Your view on the world” began in May 2022 with participation in the 49th Belgrade Fashion Week and concluded with a unique exhibition of the most famous photographers in Serbia. Along with positive reactions from visitors and media, the outstanding success of the Campaign was further attested by the fact that the exhibition was extended for additional 11 days.

This is how, a concept specially adapted to this population was born.

We started the teaser campaign by carefully selecting influencers, whose outfits were created in a way to show a new perspective on the bold combination of different pieces of the autumn/winter 2023 collection.

Nikolija Jovanović, Sajsi MC, Marko Nastić, Tadija Dragićević, Slaven Došlo with their authenticity, contributed to this campaign expanding its borders and reaching through social networks to all those who did not have the opportunity to get to know the brand before and motivating them to become part of the SUPERDRY CREW.

Special attention was paid to adapting the exterior and interior of the Dim space to Japanese street-style, and all activations are imbued with Japanese culture.

Neon outlines of traditional houses from the Far East, lanterns, Nissan 200sx cars, hidden in smoke allowed guests to experience the mystical world of the Orient from the very first step.

The press wall made of glass and neon lights followed the visual standards of the brand and the party.

An unusual view of serving sushi, in the NYOTAIMORI way - which involves the artistic performance of presenting sushi on the body of our famous cabaret dancer and performer.

Several bodypaint artists greeted guests at the entrance and drew hiragana letters on their faces. It served as sort of a ticket to the party and a sign that they are a part of the Superdry crowd.

During the party, Aleksandra Petković, known as TheKraljica Vila, our most famous street art artist, performed live graffiti painting and transferred colorful Japanese culture to a 3m canvas, positioned on the central wall of the space.

At the event itself, guests were able to get acquainted with the live technique of tattooing in the traditional Japanese style, which is characterized by great complexity and requires extraordinary skill.

Two tattoo masters demonstrated the tattooing of Japanese symbols such as - dragons, samurai, geisha...

The choice of catering was in line with the theme - we served Japanese cocktails, and Taiyaki lucky fish - which is a favorite delicacy on the streets of Japan.

By carefully choosing the location venue, settings and scenography, we wanted to present Deluxe premium assortment and position Lidl as an ideal destination for shopping. Special attention was paid to the guest list. In order to create a great pre-New Year's atmosphere, we gathered influencers and celebrities who participated in a unexpected culinary experience.

While some were in charge of preparing the most popular cocktails, others, prepared the special menu created by the Chef David Šimunić, and the remaining guests were occupied with the sweetest part of the dinner - desserts from Lidl's sweet corner.

The event also had a CSR character. Lidl donated a New Year's present to children from „Svratište“. For every social media post from Deluxe dinner party, Lidl donated a New Year's present to a child from Svratište within the Youth Integration Center, so thanks to 170 #deluxe posts, Lidl made 200 children happy.

Lidl Srbija recognized the planetary problem and undertook to reduce its own carbon dioxide emissions by 96% by 2030 compared to 2019.

On the occasion of the World Environment Day, Lidl Srbija has become the first grocery chain in our country to phase out plastic shopping bags.

We have chosen Andrej Josifovski, aka Pijanista, to raise public awareness about the harmfulness of plastic in his authentic way.

Together, we created a socially responsible campaign called "Life in a bag".

Unusual installation ie. the temporary twisting of the crown of a maple tree in Belgrade with a curtain of 16,000 connected plastic bags represents the suffocation of nature through inefficient use and inadequate management of resources, which indirectly contributes to the emission of harmful gases and an increase in average temperatures on the planet. Using online and offline communication channels - through published announcements and PR texts, live coverage, TV and radio guest appearances and promotion on social networks - we drew the public's attention to the importance of preserving nature and the harmfulness of plastic.

Promotional events on the occasion of the start of discount campaigns on certain sales categories are organized every month in selected Lilly stores.

We designed a BTL campaign mechanism in order to reach different target groups throughout the year while highlighting Lilly Drogerie and partner brands. During this year, Lilly Drogerie organized promotions for partners Eucerin, Pantene, Colgate, Nivea, Johnson's, MaxFActor, Gillette, Loreal, Catrice, Esensa and Aura.

Various activations and settings were themed to brand categories. At the event, current lines were presented by celebrities and female influencers as "brand ambassadors", in the presence of media representatives and gathered customers. This marked the beginning of a two-week promotional period with discounts on certain product categories, and customers were additionally informed about the benefits through PR and marketing activities, Lilly app, various loyalty programs and social networks.

During the walk through the Logistics Center, which included five separate stages, the guests had the opportunity to hear key messages: Lidl's contribution to the Serbian economy, Lidl as an employer, environmental standards for Logistics Center construction. With a symbolic turning of the steering wheel of the truck on the main stage, the Logistics Center was put into work by the CEO of Lidl Serbia Dragan Cigoja, the President of the Government of the Republic of Serbia Ana Brnabic and the President of the municipality of Lapovo Boban Milicic.

On large format photographs, visitors could discover their views by observing them through the blinders, as one of the symptoms of visual disabilities. The exhibition was a part of the campaign “Tvoj pogled na svet”, intended to raise public awareness about eye health care. The entire event had a large success, demonstrating the way people with retina diseases see, as well as highlighting the importance of regular ophthalmology checks.

With the aim of increasing public awareness of the daily challenges faced by persons with disabilities and stopping the arrogant behavior of fellow citizens who park illegally parking places make everyday life even more difficult for those who need such benefits. All drivers parked in a place reserved for people with disabilities were alerted to what was done through notices in the form of hangers on rearview mirrors and windshield wipers. At the same time, on the social networks of the Lidl Serbia company, through a series of educational videos - in an interesting way, with the help of project ambassadors - the correct ways of using marked parking spaces in front of stores, how to communicate with people with disabilities and what benefits they have are shown in all Lidl stores in Serbia.

The campaign "You are not alone in this fight!" was launched on the World Ovarian Cancer Day, in order to raise awareness about this disease with a high mortality rate, which affects about 800 women in Serbia every year. On this occasion, a performance was held at the Kalemegdan Fortress. Next to the Pobednik monument, "Pobednica" was installed, as a symbol of every woman who fights ovarian cancer and emerges victorious from that fight.

The UNICEF initiative was supported by a large number of celebrities who support vaccination and who have vaccinated their children, such as host Minja Miletić, actress Marija Karan and football representative Luka Jović. Campaign was very successful on social meda.

The monograph was solemnly presented in the old Dunđerski castle in Čelarevo, to the numerous guests, AP Vojvodina government, diplomatic and local self-government representatives and media. The guests were addressed by the President of the Provincial Government, Igor Mirović, Danish Embassy Affairs Off icer in Serbia, Morten Skovgaard Hensen, and General Manager of Carlsberg Serbia, Vladimir Vava. The project included synchronized activities such as: GR, communication and PR support, media relations, BTL and event management, production, etc.

Tesla’s Time Machine has continued its journey through Europe with f first two stops being Vienna and Berlin moments and discoveries of the genius inventor. More than 20 thousand people have watched the magical scenes on the streets while nearly half a million saw live broadcasts on social networks, portals and mts TV.

Further strengthening relations with Government officials and local community by Mrs. Ana Brnabić, Serbian Prime minister, as well as the highest Government off icials, business partners, local community and media representatives. The project included full communication and BTL support.

Thorough management of the entire event and numerous activities includes 200 participants taking part in organization and entertainment that lasts for 4 hours. Bambi Family Day also hosts a concert of famous singers each year - Tijana Dapčević, Goca Tržan, Sara Jo.