For more than 30,000 Georgian women living with cancer, colorful headscarves are not a fashion choice. Worn throughout treatment, they conceal its most visible signs and often become a way to avoid the stares, questions and pity that come with a diagnosis.
In Georgia, cancer is still surrounded by silence. Screening rates remain alarmingly low, recovery stories are rarely visible, and the disease is seldom discussed openly in the media. For many patients and families, a diagnosis is still perceived as a road of no return.
Todua Clinic, Georgia’s largest oncology center, wanted to challenge that narrative.
The clinic’s strategy was built around hope: not abstract optimism, but the confidence that comes from seeing real proof that recovery is possible. Survivors could offer something statistics alone could not: visible evidence that cancer can be faced, endured and overcome.
The challenge was to turn that hope into a symbol powerful enough to break through a deeply rooted cultural taboo.
Idea and Execution
The headscarf was already the most recognizable symbol of cancer treatment. But it was usually worn to conceal...
Case VideoFilm (ENG subtitles)Flags of Victory - Board
Silver
Silver
A Cry for Hydration
Entrant
Imago OGILVY
Country
Croatia
Brand
Studena
Advertiser
Radenska
This campaign is built entirely on local culture and behavior. It uses "Narikače" (traditional Croatian mourning performers) and reimagines them as Studena Wailers in everyday situations people instantly understand. The campaign also builds on a local social habit: tagging friends to call them out. The tone, humor, and scenarios are specific to the Croatian mindset. Because of this, the idea could not be replicated without the same cultural context, making the brand feel genuinely and powerfully local, not just located in a place.
Brand Context
How does a local water brand break through in a commoditised category where everyone claims 'natural' and 'pure'? Studena is a Croatian spring water brand sourced in Lipik. While inherently local, it faced a critical challenge: the bottled water category had become a sea of sameness. Generic messaging about purity and nature had made the entire category easy to ignore, with consumers defaulting to price or convenience rather than brand preference. For Studena, this created three interconnected problems: a business challenge of justifying its premium positioning, a marketing challenge of low brand salience, and a behavioral barrier where con...
Case videoOnline film - 2 minutesAdditional explanation 0Additional explanation 1Additional explanation 2Board
Silver
Escape from Hell
Entrant
McCann Riga
Country
Latvia
Brand
Uzņēmēji mieram / Entrepreneurs for Peace
Advertiser
Uzņēmēji mieram / Entrepreneurs for Peace
The war in Ukraine is no longer news. People have seen it every day for years and stopped feeling it. Donations are falling. But on the front line, every day is still hell. Every day, hundreds of defenders lie wounded on the frontline - too exposed to rescue without a specific equipment that is critically lacking. To reignite donations, simply reminding people about the war was no longer enough. We needed to reach them on an emotional level and make them care again. People are moved by things that resonate with their deepest memories for example - songs. For half a century, song 'Take me away' to every Latvian has been a lovesong.
We ompletely shifted it's meaning by asking Ivan, a recovering Ukrainian defender, to relive the worst moment of his life on camera. Lying wounded in the mud, alone and under fire, he sang the same "Take me away" words that now meant something completely different - take me away from hell. Save me.
Case Study FilmTVCBoard
Bronze
Bronze
What the House
Entrant
Fabula Rud Pedersen Lithuania
Country
Lithuania
Brand
Cgates
Advertiser
Fabula Rud Pedersen Lithuania
Cgates is the fastest, but not the biggest, home internet provider in Lithuania. This image campaign was built to strengthen brand awareness (Top of Mind) and consideration (both overall and first choice) for Cgates and its home internet service.
Research after the previous campaign revealed a clear, structural problem: a weak brand Point of Difference (POD). In practice, this translated into three challenges:
The brand was often confused with competitors or simply unknown.
The service only works in flats.
Cgates operates with a smaller marketing budget than its competitors.
While competitors flood every channel with “internet for everyone”, Cgates is deliberately specialised – no sprawling bundle of services, just internet and television, aimed at one clearly defined audience: flat (apartment) residents.
Instead of hiding these weaknesses, we turned them into the brand's advantage. Why compete for the whole "home" market when your customers only live in flats?
So we introduced the world's first and fastest “Flat Internet”. This became Cgates' distinctive positioning in a category where everyone talks vaguely about "home."
The creative idea hinges on a deliberate c...
Case video TVCThumbnail
Bronze
Stop excuses. Start moving.
Entrant
Magic
Country
Latvia
Brand
HIGH FIVE
Advertiser
Latvian Public Service Media
“High Five!” (Latvian: “Dod Pieci!”) is an annual charity marathon by Latvian Public Service Media, broadcast across radio, television and digital platforms. By 2025, it had already taken place 11 times. To maintain public attention and motivate donations, each year requires a new narrative that resonates both emotionally and socially.
In its 12th year, the communication of “High Five!” was built on the following paradox.
Every year, nearly 500 children in Latvia need financial support for rehabilitation therapies that help them move independently, yet many are not covered by public healthcare funding.
At the same time, Latvia is one of the most sedentary countries in Europe, with 61 % of residents physically inactive.
This contradiction revealed a powerful insight: those who can move often choose not to, while those who desperately want to move often cannot. The strategy was to transform the campaign into an integrated ecosystem where each channel reinforced the core idea: Stop excuses. Start moving.
Children became the central voices across all touchpoints – broadcast, social, outdoor, partnerships and live activations – challenging everyday excuses and inviting participation...
Case studyCase board
Bronze
How Fast Is Fast?
Entrant
Tank Creative Agency
Country
Estonia
Brand
Elisa Eesti
Advertiser
Elisa Eesti
The Ookla® Speedtest Awards™ are reserved for the very best mobile operators in the world – and this time, Elisa made the cut. Test results confirmed that Elisa’s 5G is the fastest in Estonia. But what’s the best way to talk about speed? Simple – do it fast. We challenged Estonia’s most famous rapper, Genka, to deliver the fastest rhyme flow of his life and rolled the result out across TV, radio and online.
Case studyTV clip
Shortlist
Shortlist
Tarara
Entrant
Fabula Rud Pedersen Lithuania
Country
Lithuania
Brand
Public Institution Lithuanian Deposit System Administrator
Advertiser
Fabula Rud Pedersen Lithuania
TARARA refreshed Lithuania’s well-known deposit return system by turning a routine sustainability habit into something people could hear, remember, and take part in.
The challenge was not awareness — Lithuanians already know how the system works. The task was to make returning packaging feel less like a chore and more like a rewarding, visible action.
The creative idea was simple: make the deposit return system sing.
Together with the iconic Lithuanian band Bavarija, the campaign launched “Tarara” — a catchy song that became the campaign’s main identity, mnemonic device, and call to action.
The song and its rhythm carried the message across digital, social media, influencers, YouTube, TikTok, radio, outdoor, PR, reverse vending machines, and live events: return packaging, upload the receipt on tarara.lt, and enter the promotion.
By turning an everyday action into a national tune, TARARA made sustainability more entertaining and participatory. The campaign generated over 30,000 registrations, exceeding the target by more than six times, reached nearly 1.2 million people on Meta, delivered 6.28 million TikTok impressions, around 700,000 YouTube views, and 70,826 Demand Gen click...
Case video ThumbnailVisual board
Shortlist
The Foundation of Cyber Excellence
Entrant
Magic
Country
Latvia
Brand
The National Cybersecurity Centre
Advertiser
Ministry of Defence of Latvia, CERT.LV
Cybercrime has become one of the fastest-growing threats in Latvia. Despite constant warnings from businesses and government institutions, society has not become vigilant enough.
To break through the noise, the campaign used an unexpected cultural reference.
The National Cybersecurity Centre of Latvia recruited the country’s most famous fictional scammers to help residents protect themselves - the characters from the cult comedy The Foundation of Criminal Excellence. Once a beloved film about scam artists, it suddenly felt perfectly suited to today’s reality.
The film’s original cast and style returned on screen and beyond - this time as The Foundation of Cyber Excellence, exposing modern scam tactics and becoming the most unlikely educators on cybercrime.
The campaign launched with a public installation: a physical pile of cash representing the millions of euros lost to scams. The installation visually revealed how the money had been stolen through different fraud schemes.
An online mini-series followed, featuring the film’s characters exposing common scam tactics such as romance scams, fake investment platforms, and impersonation schemes.
The characters appeared across mult...
Case filmBoard outdoorBoard videoCase boardBoard instalation
Shortlist
Energy Vampires
Entrant
Magic
Country
Latvia
Brand
Ignitis
Advertiser
Ignitis Latvia
In Latvia, electricity is rarely something people actively choose – it’s something they stick with. Most households stay with the provider they first connected with, not out of loyalty, but because switching feels like unnecessary effort and the benefits remain unclear.
For electricity provider Ignitis, entering the market as a challenger brand, the ambition was not only to build awareness, but to make people feel something they had long stopped noticing. Because before people change their provider, they need to recognize that there is a problem.
In a category where brands typically describe energy as “green,” “friendly,” and “powerful,” Ignitis chose a different path.This is how the creative platform – Energy Vampires – was born: a metaphor for everything that quietly drains your energy and your money, including outdated electricity providers.
The strength of the idea was its flexibility. Energy Vampires could live anywhere people consume energy – and anywhere they consume media.
The vampires appeared directly in people’s homes – on television, on their screens, and in their daily media environments – uninvited, but oddly familiar. Friendly on the surface, they behaved like un...
Case studyCase board
Shortlist
The Pink Oath
Entrant
McCann Riga
Country
Latvia
Brand
Pink Train Foundation
Advertiser
Pink Train Foundation
Once intentions are stated publicly, people are 30% more likely to follow through. And one of the most powerful ways to put intentions into words is an oath. The fundamental oath in medicine is the Hippocratic Oath: a pledge to do good, avoid harm, and treat every patient as you'd want to be treated yourself. But doctors can't help patients who don't show up. To bridge this gap, we encouraged women to take the Pink Oath to make their breast health a priority — the first pledge for women to put themselves first. The campaign was designed as a digital-first ecosystem, where every touchpoint drove participation and sharing. To scale engagement, influential Latvian women (from politicians to media personalities) shared personalized oath videos across social platforms, adapting the message to their audiences and professions. This triggered a wave of user-generated content, as women created and posted their own Pink Oaths. Digital momentum was amplified through PR and extended into real-world touchpoints, including clinics and partner platforms. A mobile mammogram, promoted through digital channels, enabled women to act on their pledges, connecting online commitment with offline behavior...
Campaign Case FilmCampaign Board
Shortlist
The police are looking for you
Entrant
Not Perfect Tallinn
Country
Estonia
Brand
Estonian Police
Advertiser
Estonian Police
Many people assume police work isn’t for them because they don’t have the right education, they work in a completely different field, or they feel it’s too late to change careers. We flipped that perspective and showed that many of them already have the skills it takes. To prove it, we put them on the wanted list. In other words: the police are looking for you.
M1 is one of Lithuania’s leading radio stations. But younger audiences are no longer tuning in – especially in the mornings.
M1 needed to prove its relevance in a culture that increasingly ignores audio-first media.
The challenge: how do you reach an audience that doesn’t listen?
We created M1LK – a limited-edition, bright blue milk, coloured with blue spirulina to match M1’s iconic brand colour.
By turning radio into a real product sold in stores, M1LK showed up on supermarket shelves, breakfast tables, and in cafés.
Launched during the back-to-school period – when young people reset their daily routines – the brand re-entered their mornings, driving a +11% increase in daily reach among 16–24-year-olds.
M1LK Case StudyM1LK videoM1LK board
Shortlist
National Wellbeing Index
Entrant
Ogilvy, Vilnius
Country
Lithuania
Brand
Eurovaistinė
Advertiser
Eurovaistinė
In Lithuania, health often becomes a priority only when something goes wrong. To make prevention easier to understand and act on, EUROVAISTINĖ created the National Wellbeing Index – an annual initiative measuring the nation’s physical, emotional and overall wellbeing.
We challenged Lithuania’s most common wish – “good health” – with a simple question: What if we wished someone only average health?
The provocation turned health from something we wish for into something we can act on. Through an online wellbeing test, people could better understand their health and discover small steps towards a healthier, longer life.
Over 100,000 people took part, while 67% understood the campaign message. The National Wellbeing Index became an annual public health initiative, helping EUROVAISTINĖ turn good-health wishes into real action.
National Wellbeing Index case study
Shortlist
Koos on järgmine samm lihtsam
Entrant
Swedbank Eesti
Country
Estonia
Brand
Swedbank
Advertiser
Swedbank
"Together, the Next Step Is Easier” was the first flagship campaign of Swedbank Estonia’s new brand platform, Simply Forward, transforming the bank’s promise of togetherness into an authentic story inspired by real events. Focused on 18-30-year-olds and their dream of owning a home, the campaign repositioned Swedbank from a financial service provider to a trusted partner for life’s biggest milestones.
The emotional centrepiece was a TV film featuring Estonian artist säm alongside his real family and friends, sharing a deeply personal journey towards building a home and pursuing his dreams. The story was amplified through a broad omnichannel ecosystem spanning TV, online video, social media, digital, outdoor and owned channels, while säm’s soundtrack added cultural relevance and strengthened the campaign’s connection with younger audiences. Soundtrack "maolensinu" was released 3 days before Swedbank's image campaign.
The campaign became the most recognisable reputation campaign among 16-34-year-olds, achieving 78% likability and a 72% positive evaluation score within the target audience. Brand tracking showed close to a 10% uplift across all key brand attributes. The strongest imp...
"Together, the next step is easier" campaign clip.
Campaign clip feedback on SoMeSäm's reaction to campaign banner
