campaign
Croatia is among the most corrupt countries in Europe. The word UHLJEB symbolizes everything wrong with the current system. An “uhljeb” is someone who feeds off the corrupt government, working in a state-owned company, investing minimal effort to receive a chunky salary. Uhljeb(s) usually get these jobs via bribes and nepotism, often denying other—more capable—candidates. While the phenomena of “uhljeb” is a part of the Croatian everyday, the exact word doesn’t exist in English, at least not in its pure form. We’ve used this fact to reach out to hardworking Croatians looking to learn English in order to find their fortune abroad; in a not so corrupt country where men and women can secure a job based on their education and skill, instead of their connections.
The campaign resonated with the Croatian people and it exploded in the national media. All major newspapers and TV stations in the country reported on the campaign while countless discussions on social media shared the campaign visuals as well as ideas for an English translation. The billboard was such a hit that our client - American Institute - got invited to the most popular live news show in the country. And just like the Melania campaign, it only took a single billboard.
