Balticbest 2026 · 4 entries
During an IKEA sale, shoppers leave with more in their blue bags. More products mean more weight, and heavy bag handles leave marks on the skin.
That familiar post-shopping detail became the idea for the campaign – IKEA logo imprints left on shopper shoulder, turning the physical trace of a full bag into a simple visual expression of the Sale.
Background
In Croatia, many seniors are still hesitant when it comes to digital technology. While 41% say they would like to learn more, 44% feel insecure using it, and 27% find it overwhelming (Kantar, Telekom EU Senior Segmentation, research for Deutsche Telekom; N=2846 across Austria, Czech Republic, Greece, and Croatia). They have access to technology, but lack the confidence to participate.
As the country’s leading telecom provider, Hrvatski Telekom has a clear role in supporting digital inclusion. However, most existing solutions: tutorials, manuals, and online guides don’t resonate with older audiences. They are often perceived as too complex or not relevant to everyday life.
At the same time, print tabloids remain widely read among seniors in Croatia. They are familiar, easy to follow, and part of everyday routines, making them a natural starting point.
Instead of introducing digital topics through formal learning, the campaign used storytelling as a more engaging way in. By embedding digital concepts into relatable stories, it made technology feel less abstract and more connected to real life.
As essential services become increasingly digital, helping seniors feel more...
Most people begin experiencing age-related vision changes in their 40s, but many put off getting their eyes checked until the problem becomes hard to ignore. We reminded people what they could be missing by focusing on simple everyday moments worth seeing clearly. We placed these moments in the reflections of our products.
We turned theatre and music professions into playful characters and sent them out across Tallinn to spark families’ curiosity. Each one invited parents and kids to step into the world behind the stage and try the professions for themselves in the Theatre and Music Museum’s new interactive exhibition.
