In the Crossover category, which celebrates events that blend formats, audiences, and disciplines into a single hybrid experience, Alert Agency won third place with Journal 10 – Anniversary, a large‑scale celebration marking a decade of Croatia’s leading lifestyle media brand.
To mark Journal.hr’s 10th anniversary, the team created a once‑in‑a‑decade celebration for 1,500 guests, including partners, influencers, celebrities, and key opinion leaders. The goal was to honour the brand’s evolution from a small independent portal to Croatia’s leading lifestyle media, while rewarding the community that shaped its success. A vast industrial venue was transformed from scratch into a fashion‑inspired environment, with custom scenography, a 40‑meter central bar, a striking DJ booth, and installations designed to reflect Journal’s editorial identity.
The event was built as a content‑first experience, where every corner offered a visually curated moment. Hero visuals from the Journal’s fashion archives, a 10‑meter LED DJ booth, dynamic lighting, and a performance by DJ Valeron elevated the atmosphere. Even the guest gift — a limited‑edition coffee table book — reinforced the brand’s creative legacy. The entire production balanced scale with intimacy, ensuring smooth guest flow while maximising photo and video opportunities.
The results exceeded all expectations: Journal.hr reached 5.6 million views on Instagram, generated millions more across TikTok and reels, and saw profile activity jump by over 700%. Website traffic surged, new users increased by 145%, and demand for invitations far surpassed capacity. The event became a viral cultural moment, strengthening the Journal’s position as the region’s leading lifestyle voice while delivering a premium, sustainable, and highly shareable experience.
Find out more about the event here.
