Two campaigns for the Reflustat and Meralys brands have been shortlisted for leading marketing and business awards – Effie Awards Croatia and IdejaX. The winners will be announced, as is tradition, at the Communication Days festival, taking place this year from 7 to 10 May in Rovinj.
In the running for gold: Reflustat in the Effie Awards Croatia final
The campaign “Trust your stomach – choose Reflustat” has been shortlisted for the Effie Awards Croatia in the Health category.
At the heart of the campaign is Žele, a humorous personification of the stomach, who vividly – and entertainingly – expresses growing frustration with its “owner’s” eating habits. Greasy meals such as kebabs, lasagne and burgers keep piling up until the inevitable consequence strikes – heartburn. Relief comes in the form of Reflustat, a product that, thanks to its natural ingredients, including alginates, provides fast relief from heartburn and is safe for use during pregnancy.
The campaign was developed in collaboration with creative agency Spellcaster and media agency PHD, whose strategic and creative approach resulted in a distinctive communication concept and strong market performance. The Effie Awards are among the most respected recognitions in the communications industry, both in Croatia and globally, as they reward campaigns that deliver real business results.
Muralys on wheels: Meralys in the IdejaX final
The project “Muralys on Wheels” has been shortlisted for the prestigious IdejaX award in the Best Online Video category. The campaign was developed in collaboration with the agency Utorak and centres around a short documentary video offering a fresh interpretation of the Meralys HA brand story. It follows the creation of a mobile mural produced in collaboration with Rijeka-based graffiti artist Vladimir Tomić Mosk.
The video captures the creative process from the first brushstrokes to the final detail, taking us behind the scenes of Mosk’s work and gently reminding us to pause amid the rush of everyday life, take a breath and appreciate the beauty of the present moment.
At this year’s Communication Days, JGL will present two strong projects – a campaign that made stomachs across Croatia smile and a travelling mural that brought a message of pause and presence to streets across the country. While representing different communication approaches, both campaigns share a common focus on creativity, relevance and effectiveness.