Gold
GoldA 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...
Silver
SilverThe First Ride
- Entrant
- KIWIE
- Country
- Latvia
- Brand
- SIGULDA X KIWIE
- Advertiser
- Bobsleigh and luge track "Sigulda"
The Baltic's longest hand-painted animated mural - created for the 40th anniversary of the Bobsleigh and Luge Track "Sigulda", "The First Ride" artwork transforms a 184-metre concrete wall into a hand-painted animation.
Composed of 90 individually hand-painted frames, the mural follows two children on their first sled ride, celebrating the joy of winter sports, imagination, and the beginning of every athlete's journey. Inspired by the wall's extraordinary proportions, the artwork transforms a static public space into a moving story, weaving together Sigulda's landscapes, history, and sporting heritage through one continuous animation.
The completed mural was accompanied by a social media video, allowing the hand-painted animation to be experienced far beyond Sigulda and introducing the project to a global audience through digital storytelling.
SilverThe 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. In the first months of 2025 alone, thousands of scams were reported, costing residents tens of millions of euros.
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 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.
Bronze
BronzeFlags of Victory
- Entrant
- Holy Motors
- Country
- Georgia
- Brand
- Todua Clinic
- Advertiser
- Todua Clinic
Full materials - https://flagsofvictory.com/
Background
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...
BronzeMy connection
- Entrant
- Imago Ogilvy
- Country
- Croatia
- Brand
- Croatian Telekom
- Advertiser
- Croatian Telekom
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...
BronzePowder
- 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.
Shortlist
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...
ShortlistHome for Christmas
- Entrant
- Tabasco
- Country
- Estonia
- Brand
- ISKU / Cats Help
- Advertiser
- ISKU / Cats Help
We turned a conventional Christmas furniture campaign into a chance to help homeless cats find homes. ISKU furniture was showed together with real Cats Help shelter cats, with both cats and furniture given the same product-inspired names. The campaign invited people to find a home for both — making the brand’s Christmas message genuinely about the warmth of home.
ShortlistDIGITAL MUSHROOM HUNT
- Entrant
- WKND
- Country
- Latvia
- Brand
- Tele2
- Advertiser
- Tele2
STRATEGIC INSIGHT
Tele2 has the widest network coverage in Latvia. Yet many people believe it only works in big cities. And they complain about it online. We could have responded with coverage maps or technical data. But instead, we invited people to test it themselves. In the middle of nowhere. To prove we’re everywhere.
INSIGHT
In Latvia, mushroom picking is a national obsession. Every autumn, thousands leave the cities and head deep into forests and remote areas to search for mushrooms. Places where mobile coverage is supposed to disappear.
IDEA
Introducing the first Digital Mushroom Hunt. An integrated campaign, built around an engaging mobile game powered by Tele2 internet. We divided the map of Latvia into tens of thousands of grid squares. Each one hiding digital mushrooms — redeemable for valuable prizes. To unlock a square, you had to physically go there and use your phone with Tele2 internet.
RESULTS & IMPACT
More than 27,000 people joined the hunt — a big number for a nation not known for jumping in. The most dedicated hunters collected up to 6,000 mushrooms. Together, they uncovered 72% of all mushroom zones — nearly the maximum possible, considering restricted areas...
