Bruketa&Žinić&Grey Become the First Croatian Agency Awarded the Title Best of Disciplines at the Art Directors Club New York

At the jubilee hundredth award ceremony of the Art Directors Club (ADC100th Annual Awards), the longest-running international competition in advertising and design, which will be held in New York on June 9, for the first time a Croatian agency will receive the title Best of Disciplines for the first time. The jury composed of some of the best creatives from around the world decided to award the agency Bruketa&Žinić&Grey for the project Untouched by Light, from the Slovenian winery Radgonske gorice. Instead of an advertising campaign, the creatives from the domestic agency created a new product for the winery – sparkling wine produced in complete darkness. 

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Original Project

The entire project is based on research by Prof. Nobel from the University of California, which proved that exposure of sparkling wines to light spoils their taste. Therefore, Radgonske gorice, at the agency’s suggestion, adapted the production process, which now takes place entirely in complete darkness, from harvesting to distribution, with the help of night vision goggles. The bottle itself is packaged in a special way so that it does not let in light. This idea and the design of this packaging were awarded by the jury in New York. The idea has already resonated widely. It has been reported worldwide in over 230 media publications such as The Washington Post, The Independent, Forbes, Der Spiegel, Decanter, and Wine China, resulting in interest from distributors not only for this product but also for other products from Radgonske gorice.

– This project is an example of how local companies can effectively address the global market. The creative potential in agencies can be used for much more than creating ads. Original products and services find their way to consumers more easily – stated Davor Bruketa, creative director of the agency Bruketa&Žinić&Grey, which has been awarded by the New York Art Directors Club for the fourth time, making it the most awarded Croatian agency at this competition and the only one to reach the title Best of Disciplines.

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Advertising Cream

At the same competition, the Moldy Whopper project for Burger King, created by the agency Ingo from Stockholm, also a member of the Grey group, was declared an example of the best advertising. Spotify was named the best in the In-House and Interactive categories for the project Alone With Me, while UNICEF Germany won in the Motion/Film/Gaming Craft categories for the project #ENDviolence – More Than A Mark, created by BBDO Group Germany and BWGTBLD. Say Their Names by The New Yorker and Kadir Nelson was the best illustration, while Democracy by Mail from The New York Times was the best photograph.

The cover of Vanity Fair featuring Breonna Taylor by Condé Nast, Vanity Fair, and Amy Sherald was the best publication design. Mastercard’s True Name by McCann New York, JSM Music, and Hungry Man was the best product design. The best brand/communication design project was the Museum of Thousands of Names – Identity for Warsaw by DADADAStudio, Rosencrantz, and Guildenstern for the Warsaw Ghetto Museum. The Uncensored Library for Reporters Without Borders, created by DDB Germany, MediaMonks, Reporters Without Borders, and Blockworks, was named the best experiential design. The Spomeniks by Yuzhao Huang was the best fashion design project. Musée Atelier Audemars Piguet for Audemars Piguet was the best spatial design, signed by Atelier Brückner, BIG Bjarke Ingels Group, medienprojekt p2, and LDE Belzner Holmes. The Kutu / Nest Mural by Ben Johnston for Start India was the best typography.

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