The Magdalena International Festival of Creative Communication came into existence in 1999 as a reaction to classical advertising festivals in Slovenia and abroad. The primary objective of the young festival was to bring together representatives of the younger generation of creative people, producing works with the aim of informing, promoting or advertising.

Central to the festival programme is the competition for the Magdalena Golden Bra and Golden Heels Awards, which takes place in many categories (print ads, posters, TV ads, web sites, spoof ads, rejected ads, logotypes etc) and is open to competitors under 30.

The competition takes place at Narodni dom Maribor and at KIBLA Multimedia Centre and entries are exhibited in galleries in the centre of the town. The three-day festival programme includes lectures, parties and the Golden Bra Awards ceremony. The festival is known for its good organisation and informal spirit. Entry fees are minimal (15/25 Euro) and thus accessible to most young people.