The HURA’s (Croatian industry association in market communications) charity initiative #jedvacekam (can’t wait), produced with the aim of highlighting the power of creativity and communication and of supporting local entrepreneurs and brands during the COVID lockdown, is the winner of the SoMo Borac award in the category SoMoRitanac.

SoMo Borac recognizes the best digital work in the region. The winners are usually revealed at the Weekend Media Festival, but this year, due to COVID-19 issues, the award ceremony was held online.
The decisions on who has excelled in different SoMo categories were made by a large jury panel of professionals from the region (Croatia, Serbia, Slovenia, Bosnia and Herzegovina, Montenegro and Macedonia).

The SoMoRitanac category (in which #jedvacekam is the winner) awards the best digital campaign that contributed to a higher cause (e.g. raised public awareness of an issue, helped a vulnerable or at-risk group, or contributed to solving a social issue). The campaign has been created by Studio Sonda, Izone, Human & HURA.

About the work:
With the initiative #jedvacekam (can’t wait) citizens were invited to express on the website what they can’t wait to do after the lockdown and to tag the services and products they miss. The most creative announcements allowed domestic brands to have a real media space so they ended up on radio stations, in newspapers, on portals and on the streets. They were also shared on social networks and supported by many celebrities. With the help of Croatian producers and directors, local brands have been advertised even on national television, shown in prime time. Ultimately, they were donated a media space worth over HRK 1,000,000.00 (approx. 140.000 €) and most importantly, they were provided support during such tough times.