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
Bronze
Bronze
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...
Consumer Protection and Technical Regulatory Authority Estonia
PROBLEM: Nearly 90% of Estonian consumers do not check the Consumer Protection Authority’s blacklist before buying, and one in five does too little research online. How could we make a little-known blacklist impossible to miss on a tiny budget?
INSIGHT: Most businesses are trustworthy. The problem is the few that aren’t – the black sheep.
IDEA: We took the blacklist literally: one black sheep among white ones. A simple visual metaphor that instantly explains both the name and purpose of the blacklist.
EXECUTION: We turned an abstract consumer protection tool into one clear message: Before you buy, check who you’re buying from.
OBJECTIVE: Raise awareness of the blacklist and multiply website visits – a result measurable, quite literally, in black and white.
Blacklist Film 45sBlacklist Radio 45sBlacklist The Rabbit DigistreetBlacklist The Cat DigistreetBlacklist The Dog DigistreetBlacklist The Sheep DigistreetBlacklist The Swan DigistreetBlacklist The Swan 1920x1080pxlBlacklist The Rabbit 1920x1080pxlBlacklist The Cat 1920x1080pxlBlacklist The Dog 1920x1080pxlBlacklist The Sheep 1920x1080pxl
Bronze
Powder
Entrant
Not Perfect Vilnius
Country
Lithuania
Brand
White Hack
Advertiser
White Hack
Laundry powder and cocaine look identical. Same colour. Same texture. Same suspicious little bag. Everyone knows it. Nobody ever said it. Especially not a detergent brand.
White Hack did. Because White Hack is a detergent that comes in sheets, not powder. No white powder. No confusion. And to prove the point, they hired the one person on earth for whom this was not a joke.
Stephen Baldwin. 27 years sober. A man so committed to avoiding white powder in any form that he stopped doing laundry entirely. With White Hack sheets, he could finally do both.
Baldwin posted. His family got involved. Reddit found it. Bored Panda covered it. The internet had opinions.
Nobody got arrested. Everybody got clean clothes.
White HackWhite Hack case studyWhite Hack A3
Shortlist
Shortlist
Cgates
Entrant
Fabuala Rud Pedersen Lithuania
Country
Lithuania
Brand
Cgates
Advertiser
Fabula Rud Pedersen Lithuania
Cgates is the fastest, but not the biggest internet provider in Lithuania. To strengthen brand awareness (Top of Mind) and consideration, we built the “Eik tu namas” image campaign around a deliberately narrow, honest positioning: Cgates doesn't sell “internet for everyone” - it sells the world's first and fastest “Flat Internet”, aimed at one clear audience, apartment residents. This spin-off extended that idea into a channel no one else dared to touch.
Cgates had a weak brand Point of Difference: it was often confused with competitors or simply unknown, its service only works in flats, and its marketing budget was smaller than the competition's. We needed maximum impact and reach, but couldn't outspend anyone. So we asked: why advertise where everyone else is, when we can own a space they're all afraid of?
We took the campaign somewhere no internet provider goes - porn sites, because ignoring an audience that big would, in our words, be the real indecency. Good content needs good internet, and bad internet always breaks at the worst possible moment.
To keep continuity, we brought back the same recognizable character from the main campaign - the one who kept shouting "This...
Case video Sodininkas Kambarine Thumbnail
Shortlist
Tractor Test-Dance
Entrant
Holy Motors
Country
Georgia
Brand
Weitai
Advertiser
Agrotechno
Weitai Test-Dance
Georgia is a country with a deep agricultural tradition, where buying a tractor is not a casual purchase. For farmers, machinery has to survive difficult terrain, long seasons and years of demanding use. Trust is earned through performance.
Weitai entered the market with a tractor developed specifically around the needs of Georgian farmers: a larger cabin, durable wheels, greater comfort and even a built-in sound system. On paper, it had everything local buyers wanted.
There was one major obstacle: it was made in China.
For many Georgian farmers, “Made in China” still carries associations with lower quality and limited durability. In a category where reliability is everything, that perception could stop the brand before anyone ever sat behind the wheel.
So our challenge was not simply to introduce a new tractor. We had to prove that Weitai understood Georgia, and that these machines could perform in a way Georgian farmers would immediately recognize and respect.
Instead of asking people to trust technical claims from an unfamiliar brand, we looked for a test rooted in something far more familiar: Georgian culture itself.
To win farmers over, the product nee...
Test Dance - Case VideoViral Film (ENG subtitles)Tractor Test Dance - Board
Shortlist
The Looong Goodbye
Entrant
Holy Motors
Country
Georgia
Brand
Cellfie Unlimited Data Plans
Advertiser
Cellfie
Instead of explaining gigabytes, speed or technical benefits, Cellfie turned its unlimited data plans into a joke everyone instantly understood: when a man takes his phone to the bathroom, there is no telling when he will come back.
The idea exaggerated this everyday habit to absurd proportions. If unlimited data is addictive, then a quick bathroom break can feel less like a visit and more like a disappearance.
The film treats this completely ordinary moment with the emotional weight of a tragic farewell. As our hero announces he is going to the bathroom, his family reacts as if he is leaving forever. Final hugs are exchanged. Goodbyes become painfully dramatic. Every look suggests they know the terrible truth: with unlimited data in his hands, he could be gone for hours.
The humor comes from the collision between an extremely familiar behavior and ridiculously high-stakes cinematic drama. No product demonstration was needed. The benefit became the punchline.
By turning “unlimited” into something people could recognize from their own homes, Cellfie transformed a telecom offer into a piece of entertainment built to be watched, laughed at and shared.
The Looong Goodbye - Online Film (ENG subtitles)The Looong Goodbye - Board
Shortlist
Calmer Death
Entrant
Kontuur / Leo Burnett
Country
Estonia
Brand
Compensa
Advertiser
Compensa Life Vienna Insurance Group
Why Estonians associate dying with “kicking off one’s slippers,” “the spring snapping,” or “throwing the spoon into the corner,” we don’t really know. What we do know is that people tend to put off things that require quick action. That’s why Compensa Life Insurance created short and straightforward reminders to take out life insurance before it’s too late — in a no-nonsense maner.
SlippersSpringSpoonPlug
Shortlist
The Foundation of Cyber Excellence
Entrant
Magic
Country
Latvia
Brand
The Foundation of Cyber Excellence
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 to smaller screens - this time as The Foundation of Cyber Excellence, exposing modern scam tactics and becoming the most unlikely educators on cybercrime.
We rolled out a six-part online mini-series, releasing episodes one by one on social media, each exposing a common scam technique. Later, the film’s characters appeared in daily content, collaborated with influencers, and engaged with audiences across platforms.
Case filmCase board
Shortlist
Failing at the Finish
Entrant
McCann Riga
Country
Latvia
Brand
Iespējamā misija / Mission Possible
Advertiser
Iespējamā misija / Mission Possible
In Latvia, the fact that 1 in 5 children fail to graduate didn't shock the public, because you can't feel a statistic. Or can you? To mobilize a new generation of teachers, we transformed an invisible system failure into a collective moment of pain. For one month, popular singer Fiņķis documented his first marathon journey. People followed, cheered him on, and saw his struggles. On marathon day, he seemed ready. He ran 42 kilometres, closely watched by fans and the media. Just before the finish line… he stopped. Fiņķis sacrificed his first marathon time to show that 1 in 5 children will not finish their own personal school marathon. The video and PR message blew up on social media and in the news. As a result, Mission Possible hit a new record for school teacher applications from the public.
Case Study FilmCase Board
Shortlist
Kaunas. It's that good - for real.
Entrant
MILK
Country
Lithuania
Brand
Study in Kaunas
Advertiser
Kaunas IN
For international students, Kaunas can sound almost too good to be true: affordable studies, a safe city, nature nearby and an active student life.
So instead of simply asking people to believe us, we decided to prove it.
At the heart of the campaign was an online film where a representative for International Education was hooked up to an analogue lie detector and confronted with real questions from international students. Every claim about Kaunas was literally put to the test.
The film tapped into a retro-futurist aesthetic familiar from shows like Severance, using analogue technology and a cold, clinical atmosphere to turn a university recruitment message into an interrogation.
But the idea didn’t stop with the film. The lie detector became the visual language of the entire digital campaign — extending into bold graphics, stark black-and-white photography, banners and social content.
And instead of simply telling international students how good Kaunas is, we invited those already living there to prove it themselves. International students became Study in Kaunas’ own creative team, creating content about their real lives, experiences and discoveries in the city.
The film made the...
Kaunas. It's that good - for real.Study in Kaunas case video
Shortlist
M1LK
Entrant
Ogilvy Vilnius
Country
Lithuania
Brand
M1
Advertiser
M1
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 videoM1LK Case StudyM1LK board
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
