Glazbeni. For Cultural Sighs.

In Croatian, “cultural elevation” – kulturno uzdizanje – is often associated with something formal, serious and slightly stiff. So we decided to give it more emotion and turn uzdizanje – elevation – into uzdisanje: sighing.

To mark the 200th anniversary of the Croatian Music Institute, we had the privilege of creating a communication platform that brings its rich heritage closer to a new audience, while preserving everything that has kept generations of loyal visitors coming back.

Instead of focusing on the newly renovated building and its impressive architecture, we put people at the heart of the campaign. And their genuine emotions.

What happens when opera quite literally “washes over you” – opere opera in Croatian – a symphony overwhelms you, or a single note hits you?

Cultural elevation becomes cultural sighing.