A story worth every letter, but also the prize

The unique collection of folk songs won its first award; one of them at the most prestigious festival of creativity.

Marodi and the agency Bruketa&Žinić&Grey have been recognized for their groundbreaking project "A Soup to Remember," earning some of the most coveted awards in the industry. Among these is a bronze in the Print & Publishing/Innovative and Adapted Use of Print & Publishing category at the Cannes Lions International Festival of Creativity, the pinnacle of global recognition in marketing and communications. This prestigious accolade places their work among the best in the world, celebrating its exceptional creativity and impact.

A Celebration of Tradition and Belonging

The project draws its inspiration from the Međimurska popevka, traditional folk songs from the Međimurje region, which were inscribed on UNESCO's Representative List of the Intangible Cultural Heritage of Humanity in 2018. This recognition ensures that the popevka will remain protected as long as it continues to be performed and cherished. To contribute to the preservation of this cultural treasure, the team created a unique collection of five books dedicated to Međimurje folk songs. Each book is paired with a special package of Marodi alphabet pasta, meticulously designed to contain the exact number of letters needed to spell out the lyrics of the song featured in the book.

"This campaign is not just about pasta or singing traditional songs. It’s a campaign about belonging and love—love for your family, friends, and the small part of the world you call your own," said Nikola Žinić, creative director and co-owner of Bruketa&Žinić&Grey. The project connects deeply with its audience by blending cultural heritage with modern marketing, creating a powerful message about identity and tradition.

Bridging Heritage and Modernity

The campaign’s impact extends beyond its innovative packaging and storytelling. Antun Marodi, head of marketing, emphasized the importance of community involvement in preserving tradition: "Our desire was to contribute to the local community, and we succeeded by establishing the official Day of Međimurska popevka. The idea behind the campaign is that tradition is best preserved when it is passed on and actively lived. The Cannes Lions award is a significant recognition of our efforts and makes us immensely proud. I extend my gratitude to all our project partners, especially the Alliance of Croatian Cultural-Artistic Associations of Međimurje County (HKUUMŽ) and Međimurje County."

Global Recognition at Cannes Lions

The Cannes Lions International Festival of Creativity is the world’s largest and most prestigious event celebrating excellence in marketing communications. This year alone, the festival received over 26,000 submissions from around the globe, making the bronze award a remarkable achievement. The Cannes Lion is often referred to as the “Oscars” of the marketing industry, representing the highest level of creativity, innovation, and effectiveness in campaigns.

Watch the case video below:

A Legacy of Preservation and Innovation

With "A Soup to Remember," Marodi and Bruketa&Žinić&Grey have set a benchmark in integrating tradition and innovation. The campaign not only raises awareness of the cultural importance of the Međimurska popevka but also creates an emotional connection with audiences by celebrating shared values of love, community, and identity. This project is a shining example of how creative marketing can play a pivotal role in preserving cultural heritage while resonating with modern audiences.

Through their award-winning campaign, Marodi and Bruketa&Žinić&Grey have proven that storytelling rooted in tradition, combined with imaginative execution, can transcend borders and win the hearts of both local and global audiences.

Other interesting facts:

https://marodi.com/en/a-story-worth-every-letter

You can get your copy of the song on our service web shop or by clicking on the link:

https://marodi.com/en/products/limited-edition