Who Spun the Magic of Junior Eurovision 2022?

Mar. 28, 2023

Armenia recently hosted the Junior Eurovision Song Contest, and the organizers were keen on finding the perfect symbol, slogan, and identity for the 2022 contest.

To achieve this, they organized a competition among advertising agencies in Armenia, with Zuck Independent Agency emerging as the winner. Zuck proposed the spinning top as the symbol, representing childhood while also being recognizable and unique to the international community. With meticulous attention to detail, the agency conceived a concept that beautifully merged past and present by creating a digital 3D version of the traditional Armenian spinning top.

Drawing inspiration from the rich cultural heritage of Armenia, the agency intricately wove ancient Armenian ornaments into the design, bringing to life a beautiful combination of traditional and modern aesthetics. The resulting spinning top design was further elevated by the addition of neon lights, which imbued it with a bold and contemporary edge.

To complement the spinning top design, the agency also developed a cohesive visual identity that captured the essence of the concept. From the typography to the color palette, every element of the visual identity was thoughtfully crafted to evoke the rich cultural history of Armenia while remaining firmly rooted in the present.

Finally, to bring the project to life, the agency created a range of communication materials, from actual spinning tops to the contest’s official merch (more than 20 items). Each item was designed to showcase the branding and the accompanying visual identity, resulting in a visually striking and effective merchandise suite that communicated Junior Eurovision’s message.The spinning top and created identity were used on billboards around the city to generate excitement for the event. The agency also wrote the script for the promotional video.

The chosen tagline, "Spin the Magic," alludes to the top's movement, the event's magical energy, and the idea of the competition - to spin around the planet and stop in one country. Overall, the Junior Eurovision Song Contest allowed Armenia to unite around music, with the 70-year-old idea of the contest (and the 20-year-old anniversary of Junior Eurovision) being more important than ever.