SoMo Borac Digital mix for Exit and Drive

The #StayClean campaign, which was realized by Drive for Exit, won the SoMo Borac award for Digital MIX and made it to the finale of the Somo Web category. Additionally, the fARytale Journey campaign for neXt was also among the finalists in two categories – Somo App and Somo Tech. With this success, Drive positioned itself as the most successful agency from Serbia, but also as one of the most successful agencies of the region. 

Drive realized the digital campaigns #StayClean and fARytale Journey together with McCann Beograd, while the associating agencies were Lilly021 for #StayClean and LiveViewStudio and Flexis for the fARytale Journey. McCann Beograd also made it to the finale in the SoMoRitanac category with its #bebabiragde campaign for Rosa. 

The award for Digital Mix emphasizes those campaigns and projects realized on one or more digital platforms (social networks, mobile applications, websites, IoT and others). “The StayClean campaign represents one of the most important socially-responsible campaigns in the region in 2019, aimed at creating a new way of showing the adverse effects of drug use. By combining the power and influence EXIT brand has among the young people in the region with the super creative ideas of McCann Beograd, the campaign won the public’s eye in a way that was at the same time shocking, fun and educational. We believe it primarily affected the younger generations, who are dealing with this challenge at an earlier age”, said Ivan Petrović, chairman of the board of the EXIT foundation

“Every year, drug abuse takes thousands of young lives all around the world and represents a social issue which is always current and relevant. Numerous companies, even in Serbia, have pointed out this problem, but the results have been meagre. That is why we, together with the EXIT foundation, opted for a different, more intriguing approach which allowed us to talk to the young people in a more open, direct way about this topic, with the aim of preventing, educating and raising awareness about this important social issue through different media outlets. For our team, the Digital Mix award represents an important confirmation that we achieved that with the #StayClean campaign and that we have, in an amazing way, created a synergy of numerous communication channels we used, which is also proven by our results”, added Vladimir Kondžulović, copywriter at Drive.