Silver
SilverA 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...
Shortlist
ShortlistNot Today, Scammer
- Entrant
- Fabula Rud Pedersen Lithuania
- Country
- Lithuania
- Brand
- Ministry of National Defence Republic of Lithuania
- Advertiser
- Fabula Rud Pedersen Lithuania
The Ministry of National Defence launched a youth cybersecurity campaign encouraging 16–25-year-olds to recognise online fraud, protect their data, and pause before reacting online.
The creative idea was to translate the campaign’s key message — “I Won’t Say! I Won’t Click! I Won’t Transfer!” — into youth language. An unexpected spokesperson, Grandma Danutė, became a humorous guide to saying “no” online, using slang such as “Nah bruh,” “Hard pass,” and “I’m skipping this.”
This playful contrast made cybersecurity feel more relatable and memorable, turning a serious warning into a simple behaviour: if it feels suspicious, don’t react — say no.
The campaign ran across short-form social videos, influencers, youth podcasts, and a landing page with practical fraud-prevention tips. It exceeded communication targets by 80%, reaching over 180,000 users and generating more than 270,000 video views.
ShortlistCgates
- Entrant
- Fabula 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...
