Creativity and Tradition Honored at the European Excellence Awards
10.12.2024.
4 min read
A campaign that bridges tradition and modernity once again recognized at the European level
We are proud to announce that our campaign "A Soup to Remember" has been named the best European campaign with social impact at the prestigious European Excellence Awards in Berlin. This recognition marks the eighth international award for this project, further highlighting its creativity, innovation, and deep cultural relevance. It proves that storytelling rooted in tradition can captivate and inspire a modern audience across the continent.
"A Soup to Remember" is not just a campaign but a tribute to cultural heritage and community. Inspired by the Međimurska popevka, traditional folk songs from the Međimurje region, the project was born out of a desire to preserve and celebrate this unique aspect of our intangible cultural heritage. The popevka, which has been on UNESCO's Representative List of the Intangible Cultural Heritage of Humanity since 2018, remains protected as long as it is performed and cherished.
To contribute to this preservation effort, we created a limited-edition collection of five books dedicated to Međimurska folk songs. Each book is accompanied by a special package of Marodi alphabet pasta, designed to include the exact number of letters needed to spell out the lyrics of the featured song. This simple yet powerful idea brought together cultural tradition and contemporary design in a way that resonated deeply with audiences.
The European Excellence Awards celebrate outstanding achievements in public relations and communications across Europe. Held annually in Berlin, the event attracts hundreds of entries from organizations, agencies, and brands across the continent. These awards are known for their rigorous evaluation process, with a jury of industry leaders assessing campaigns on their creativity, innovation, execution, and measurable impact.
This success would not have been possible without the invaluable support and expertise of our partners at the PR agency Komunikacijski laboratorij d.o.o., who played a vital role in shaping and communicating the campaign’s vision. Their contribution helped ensure that the message of cultural preservation and innovation resonated widely and effectively, amplifying the campaign's impact.
Being recognized at this prestigious event is a testament to the innovative nature of "A Soup to Remember" and its ability to go beyond traditional marketing to make a meaningful societal impact. Adding this recognition to its already impressive list of accolades, the project continues to stand as a shining example of how creativity can preserve cultural heritage while connecting with audiences globally.
A campaign that bridges tradition and modernity once again recognized at the European level.
"A Soup to Remember" exemplifies how even the simplest ideas, when executed with care and imagination, can achieve great things. We are honored to have been recognized on such a significant stage and to celebrate this milestone as the eighth international award for this project. We are excited to continue creating campaigns that celebrate heritage, foster connection, and inspire communities across Europe. This recognition is shared with all who supported this project and believed in its purpose, especially our trusted partners at Komunikacijski laboratorij d.o.o..
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