At the ninth annual Kaktus Integrated Communications Festival, the Belgrade Philharmonic Orchestra and the McCan marketing agency clinched an award for their On the Right Track campaign in the category of the Individual Works – Print.

The Integrated Communications Festival Kaktus celebrates marketing and PR campaigns that break free from the boundaries of the obvious and, even amidst challenging circumstances, manage to inspire and create the most effective communication with target audiences.

Every year, the prestigious Kaktus Award is presented at this festival to companies, institutions, and agencies for the top-quality and highly professional individual and integrated campaigns conducted in the previous year. The recipients are selected by a panel of expert judges consisting of distinguished and respected professionals from creative, PR, and digital agencies in Serbia and the region. For this year’s competition, which took place on November 1st and 2nd in Belgrade, under the slogan Add to Heart, saw an impressive 207 project applications.

The primary focus of the Belgrade Philharmonic Orchestra’s print campaign, developed in collaboration with McCann for the concert season titled On the Right Track, was to create program booklets designed to resemble classic boarding passes for flights to distant destinations. This solution perfectly aligned with the concept of the 25-concert 2022/23 season On the Right Path, which took the audience of the Belgrade Philharmonic Orchestra on a musical journey around the world, symbolically visiting major cities such as Rome, London, Paris, New York, Beijing, and more, each featuring thematic musical programs.

Another successful collaboration between the Belgrade Philharmonic and McCann that has also been awarded recently is the Music Everywhere campaign from the 2020/21 concert season. Music Everywhere campaign, conceived in response to the challenges posed by pandemic conditions on concert performance, earned a bronze award at the BalCannes regional creativity competition in April of this year, in the Social Responsibility category.