As part of the traditional “Vrabac” Awards, presented annually by the Association of Radio Stations RAB SERBIA for the best radio commercials and jingles — with a strong focus on creativity, production quality, and originality in radio audio production, Direct Media received the special award – “Moze i ovako” for the creative use of radio as a media in the dm drogerie markt campaign #potpunoja.
The goal of the #potpunoja campaign was to challenge myths about perfection and promote healthy relationships with oneself and others, regardless of age, gender, or personal challenges.
The Association of Radio Stations RAB SERBIA presented once again the “VRABAC” Awards this year, a recognition traditionally granted to the best radio commercials and jingles, with a strong emphasis on creativity, production quality, and originality in radio audio production.
A large number of commercials and jingles from across Serbia were submitted for the 2025 competition. The expert jury consisted of: Kiki Lesendrić, frontman of the band Piloti; Srđan Merković from the advertising agency “Poenta” and Mugdim Šehalić, Program Activities Coordinator at the Serbian Association of Market Communications (UEPS).
The “VRABAC” Award encourages radio stations and creative professionals to push boundaries, apply innovative production techniques, and explore new audio formats. At a time when digital media increasingly captures audience attention, radio continues to demonstrate that well-crafted sound and a strong creative message can be exceptionally powerful.
