Our creativity awarded at the KAKTUS festival

Reviving Cultural Heritage Through Creative Campaigns: KAKTUS Award for the Fusion of Tradition and Modernity

The KAKTUS Awards are a prestigious recognition presented to companies, institutions, and agencies for their most outstanding and professionally executed individual and integrated campaigns over the past year. Starting this year, the competition was open to all interested companies and agencies from across the region, including Serbia, Croatia, Slovenia, Bosnia and Herzegovina, North Macedonia, and Montenegro, provided they had implemented their campaigns in these markets during the eligibility period.

This year, Marodi and the agency Bruketa&Žinić&Grey stood out as they won the top prize in the MEDIA category for their innovative project "A Suop to Remember."  This category celebrates campaigns that creatively and unconventionally utilize media to deliver impactful messages and engage audiences in unique ways.

For those unfamiliar with the project, "A Soup to Remember" is a limited-edition collection of five books inspired by the traditional Međimurska popevka, a folk song from the Međimurje region. This collection was created as part of a broader effort to preserve and promote the popevka, which was inscribed on UNESCO's Representative List of the Intangible Cultural Heritage of Humanity in 2018. Each book in the series is accompanied by a special package of Marodi alphabet soup pasta, designed with the exact number of letters needed to spell out the corresponding song featured in the book.

This innovative project combines cultural heritage and contemporary design, turning a simple everyday product into a storytelling medium that bridges tradition and modernity. By creatively integrating media and design elements, "A Soup to Remember" not only raises awareness about the importance of preserving cultural traditions but also sets a new standard for creative communication in the region. The recognition at the KAKTUS Awards highlights the project’s ability to inspire audiences while demonstrating the power of imaginative and meaningful marketing.

Winning the KAKTUS MEDIA Award is not just a victory for the creators but also a testament to how cultural narratives can be reimagined and revitalized for new generations. This achievement solidifies the role of creative industries in preserving heritage and pushing the boundaries of storytelling in the digital age.

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