To Show Its Focus on Openness, This Company’s Annual Report Was Designed to Spring Open

Once in tobacco, Adris now focuses on tourism and health food

Headshot of David Griner

Most companies love to talk about openness, though in practice they’d rather say as little as possible outside the confines of their own executive meetings.

Croatian conglomerate Adris, which until recently owned that nation’s cigarette brand TDR, is now focused on tourism, health food production and insurance.

To help illustrate the company’s new era, it partnered with agency Bruketa&Zinic&Grey (formed after WPP’s 2017 acquisition of Zagreb-based creative agency Bruketa&Zinic and merger with Grey Zagreb) to create an annual report designed to spring open and stay open.

As you can see in the case study above, the annual report is designed with a spring and tear-away tab, making for a dramatic reveal—a la Harry Potter’s “Monster Book of Monsters.” The book also features custom illustrations along the theme of openness. The book included both Croatian and English translations.

You can check out the text and illustrations from the annual report, which covers Adris’ 2016 financial performance and outlook for the Croatian economy, on the company’s website.

While it should be noted that Adris didn’t get out of the tobacco business due to altruism—it sold TDR to British American Tobacco for 550 million euro in 2015—the clever annual report design is still a visually compelling way to convey its new areas of focus.


Client: Adris grupa

Predrag Grubić, Corporate Communications Director
Kristina Miljavac, Corporate Communications Specialist
Hrvoje Patajac, Controlling Director

Agency: Bruketa&Zinic&Grey
Davor Bruketa, Creative Director, Designer
Masa Ivanov, Client Service Director
Zrinka Pozar, Account Manager
Vesna Durasin, Production Manager
Radovan Radicevic, Head of DTP/Pre-press
Tomislav Sestak, Illustrator)
Ivan Cadez, Drago Mlakar, Drazen Novak — Copywriters
Dragan Lakicevic, Creative Director, case film

Cerovski Print Boutique, Print
Domagoj Kunic, Photographer
Poster, Video Editing

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@griner David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."