The media world has changed a lot – the passive follower 'from the street' has turned into an active content creator who has become, so to speak, a competition to traditional media. And how much space can we devote to it? How loud can he speak? How do its contents affect public opinion? You will get answers to your questions at the 28th Slovenian Advertising Festival (SOF), which will draw the line between social and traditional media in the context of lectures by Slovenian and foreign speakers. The best advertising works will also be awarded, and the participants will exchange knowledge and experience and meet colleagues from the advertising world for the first time or again.