Balticbest 2026 · 11 entries
The campaign challenges people to become teachers by confronting a simple truth: a teacher's chair is never empty for long. If you don't take it, someone else will — and that person may shape your child with the wrong habits and values instead of the right ones.
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...
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.
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.
We limit our children’s screen time. While spending hours staring at our own phones.
Telia’s Christmas film started with this small adult hypocrisy.
A boy keeps hitting his screen-time limit while trying to play, message and do things online. Meanwhile, his parents’ screens seem to have no limits at all. So he decides to fix the injustice himself.
After a determined little hacking mission, he manages to get into his parents’ phones and gives them a taste of their own medicine: screen-time limits. Suddenly, it’s the adults who can’t get enough.
Which made Depeche Mode’s “Just Can’t Get Enough” the perfect soundtrack.
We licensed the iconic song, but completely reinterpreted it for the story. The synth-pop production was stripped away and rebuilt around piano and a female choir, turning something energetic and playful into an intimate, cinematic Christmas piece.
The singers were specially flown in from London, with the vocal arrangement and recording crafted around the emotional rhythm of the film. The familiar chorus became both a joke and the emotional backbone of the story.
The result gave an instantly recognisable song an entirely new meaning.
A pop anthem about never getting eno...
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.
Fantazijos.lt is an adult lifestyle and pleasure retailer operating in a category with strict advertising restrictions. During daytime TV, the brand cannot communicate about sex or openly show most of its products.
Instead of treating this as a limitation, we turned it into the creative idea. Under the platform “Never Stop Playing”, the campaign uses playful visual metaphors, double meanings and innocent situations with a suggestive twist — leaving the rest to the viewer’s imagination.
The campaign ran across TV and digital, with Varkė Labdarkė as its main character. Online, the idea was extended through bloopers and playful variations, allowing the campaign itself to keep playing.
"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...
What if Tallegg were a family?
We turned the brand’s iconic yellow into an entire world and its diverse product range into a cast of characters. Each member of the Yellow Family has their own personality, tastes and passions, yet they all unmistakably belong together.
Throughout the year, the family returned in four different films, each built around a different season, occasion or part of Tallegg’s product range. The changing stories allowed us to keep expanding the same distinctive universe while building a consistent and recognisable brand image over time.
Through playful, meticulously styled scenes, everyday life becomes unmistakably Tallegg: warm, colourful and just a little larger than life.
Behind all the visual playfulness lies a simple idea: good food makes everyday life a little easier, brighter and more enjoyable.
Tallegg. Enjoy the lighter side of life.
How do you make paving stones entertaining?
Stoneroc took the obvious route: all the way back to the Stone Age.
Instead of talking about durability, technical features and perfectly landscaped driveways, we created a prehistoric advertising universe inspired by The Flintstones - a world where stone is not just a building material, but the foundation of modern life.
Because when your product has been around since the Stone Age, you don’t need to reinvent it.
You just need to pave the way to the future.
This campaign for Depozīta Punkts is built on a wordplay: in English, a can is also something that can. She Can. Because the aluminium can really is the most capable object in the deposit system – infinitely recyclable, endlessly returnable. The film takes that literally and pushes it into absurdity: a can becomes museum art, then a spacecraft, then a candidate for president, before dropping back to a hand returning her to the machine. Played entirely straight, with a serious score and no on-screen text, every frame generated with AI. "Return it, to meet again!" gives the most forgettable object in the fridge the one thing it never had: status.
