Adris Group: RESULTS

Credits & Description:

Category: Large Business - international or global scale
Advertiser: ADRIS GROUP
Product/Service: ADRIS GROUP
Agency: BRUKETA&ZINIC OM
Creative Director: Davor Bruketa (Bruketa/Zinic)
Creative Director: Nikola Zinic (Bruketa/Zinic)
Senior Copywriter: Ivan Cadez (Bruketa/Zinic)
Art Director/Designer/Illustrator: Nebojsa Cvetkovic (Bruketa/Zinic)
Account Director: Ivanka Mabic (Bruketa/Zinic)
Account Executive: Martina Ivkic (Bruketa/Zinic)
Production Manager: Vesna Durasin (Bruketa/Zinic)
DTP: Radovan Radicevic (Bruketa/Zinic)
Editor: Predrag D. Grubic (Adris Group)
Executive Editor: Kristina Miljavac (Adris Group)
Text: Hrvoje Patajac (Adris Group)
Media placement: Book - Adris Group Annual Stockholders Meeting - 31 May 2011
Describe the brief from the client
The investment company Adris Group has charged the agency to use the 2010 Annual Report book as a means to communicate the results, goals and values of the company to its stockholders, bankers and financial institutions. Because Adris Group was on the verge of new investments, the secondary task was to communicate the values of the company to the media to raise awareness about the company’s strengths and significance that fuel the national economy, but which are largely invisible to the public eye.
Describe the challenges and key objectives
How do you show something that is both very much there but also invisible to the eye?
The agency decided to translate the idea of significance into something more tangible. Adris Group, as a socially responsible investment company, has a weight that is much greater than can be expressed in dull, dry financial statements. Significance and value are transformed into the idea of weight: very much there but also invisible to the eye.
Describe how you arrived at the final design
That’s why the 2010 Adris Group Annual Report, simply entitled ‘Results’, poses a question: what is the real weight of Adris Group? Despite the report’s regular size, it responds by being very, very heavy.
The added weight was achieved by loading the book covers with thick steel plates. The unexpected weight of the book surprises and invites the reader to consider the true weight of Adris Group.
Give some indication of how successful the outcome was in the market
Following the introduction of the Annual Report to the public and the press, a significant number of newspaper articles, features and blogs have appeared, discussing the merit and value of Adris Group and its true role in the fortification of the national economy.