Grafički dizajn
Bruketa&
Kad si najbolji svi znaju tvoje ime
Projekt
Komunikacijska kampanja Hrvatskog Telekoma „Kad si najbolji, svi znaju tvoje ime” ističe kvalitetu mreže i snagu prepoznatljivosti vodećeg brenda. Koncept polazi od jednostavne i odvažne ideje: pokazati da publika može prepoznati brend čak i kada njegov logotip nije istaknut.
Kampanja se oslanja na dosljedno izgrađene brend-kodove Hrvatskog Telekoma, ponajprije karakterističnu magenta boju, tipografiju i prepoznatljiv zvučni identitet. Vanjski formati, poput citylighta i jumbo plakata, oblikovani su kao pitanja o snazi mreže koja prolaznike potiču da sami dovrše poruku. Izostanak logotipa stvara iščekivanje i aktivira znatiželju, dok publika oglas spontano povezuje s brendom putem njegovih vizualnih i zvučnih obilježja.
Kreativni koncept koristi psihološki učinak nedovršenih informacija, koje ljudi lakše pamte i instinktivno nastoje razriješiti. Televizijski spotovi koriste zvučni potpis kao završnu točku poruke, dok digitalni vanjski ekrani prikazuju podatke u stvarnom vremenu, poput broja korisnika spojenih na mrežu, količine podatkovnog prometa i razine pokrivenosti.
Projekt pokazuje da su ponekad dovoljni boja, tipografija i zvuk kako bi publika nepogrešivo prepoznala brend.
Godina
2026
Mentori i suradnici
HT
Branka Bajt (direktorica brenda)
Javorka Jovančević (voditeljica odjela)
Ivana Frankol (voditeljica brenda)
Helena Palčić Videk (stručnjakinja za brend)
BRUKETA&
Vanja Činić (kreativni direktor)
Davor Bruketa (kreativni direktor)
Martina Brnić (voditeljica projekta)
Roberta Kranjec (direktorica projekta)
Vito Kasumović (senior copywriter)
Helena Hlišć (dizajnerica)
Lucija Čičin-Šain (dizajnerica)
Ivona Grepo (dizajnerica)
Iva Marenić (senior dizajnerica animacije)
Matea Hari (voditeljica projekta)
Ivana Momčilović (senior art direktorica)
Radovan Radičević (voditelj DTP odjela)
Željka Tročak (DTP operatorica)
PARTNERI
Poster (produkcija)
Pro Media Group (medijska agencija)
Go2Digital (medijski pružatelj usluga)
Naručitelj
Hrvatski Telekom
Autor
Bruketa& je nezavisna strateška konzultantska kuća za reputaciju, brendove, komunikaciju i transformaciju. Više od 30 godina pomaže kompanijama, institucijama, gradovima i državama povećati svoju vrijednost oblikujući način na koji ih ljudi vide, razumiju i pamte.
Djeluje na sjecištu strategije, poslovanja, kulture, dizajna, komunikacija i tehnologije. Razvija brendove, komunikacijske platforme i organizacijske transformacije te oblikuje proizvode, usluge, korisnička iskustva i društvene inicijative. Polazi od uvjerenja da su reputacija i povjerenje među najvrjednijim resursima svake organizacije, pomažući klijentima definirati svoju ulogu u društvu i pretvoriti strategiju u priču kojoj ljudi vjeruju.
Bruketa& jedna je od međunarodno najnagrađivanijih agencija iz ovog dijela Europe, s više od 800 domaćih i međunarodnih priznanja. Višestruko je nagrađivana na festivalu Cannes Lions te je osvojila 32 nagrade Red Dot, među kojima četiri priznanja „Best of the Best”. Njezini su projekti nagrađeni i na natjecanjima D&AD, Clio Awards, The One Show, ADC New York, New York Festivals, Eurobest, Epica, Effie, iF Design Award, London International Awards, Cresta i Graphis.
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