SilverThe Best Ad Agency in Vilnius
- Entrant
- McCann Riga
- Country
- Latvia
- Brand
- McCann Riga
- Advertiser
- McCann Riga
In the Baltic market, locality breeds bias. Lithuanian clients overwhelmingly favor Lithuanian agencies due to cultural familiarity, perceived alignment, and a deeply ingrained “local knows best” mindset. For an external player like McCann Riga, this creates a problem: being the best isn’t enough if you’re not “one of us.” However, this bias also reveals an opportunity. If the market assumes local superiority, then the most powerful way to challenge it is not through explanation, but through confrontation. Instead of a traditional campaign, we created a provocative self-promo ecosystem designed to spark reaction and participation. Starting with a bold OOH statement in Vilnius, the idea expanded into interactive touchpoints (from burner phones with portfolios to cheeky LinkedIn and web activations), turning curiosity into direct conversations with potential clients. When a market won’t invite you in, claim space so boldly that they can’t ignore you.
BronzeTractor 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...
