Silver
SilverEmergency Meeting
- Entrant
- McCann Riga
- Country
- Latvia
- Brand
- Uzņēmēji mieram / Entrepreneurs for Peace
- Advertiser
- Uzņēmēji mieram / Entrepreneurs for Peace
Four years into the Russian attack, it became easier to look away from Ukrainian defenders. Donations slowed. We needed to reach people with the power to make a real impact - Latvia's most successful business leaders. Wartime demands wartime tactics. If we couldn't take them to Ukraine, We would bring the war to them. So, we created a secret emergency meeting - for Latvia's business leaders only - making the reality of the front line impossible to ignore. We turned the Latvian National Opera's Beletage Hall into a war bunker. After a harsh speech from military leaders, each guest was given a blank cheque. They filled them in without question. In 60 seconds, 6497,000 was raised to help save injured Ukrainian defenders from the front line.
SilverA Ray of Hope
- Entrant
- McCann Riga
- Country
- Latvia
- Brand
- Uzņēmēji mieram / Entrepreneurs for Peace
- Advertiser
- Uzņēmēji mieram / Entrepreneurs for Peace
To launch a donation campaign to help rescue injured Ukrainian defenders from the front line, we needed to make Latvia's most influential people feel what no news broadcast could – how they really feel. If we couldn’t take guests to Ukraine, we would bring the horror of war to them. For the opening event, we designed a space with one purpose: to make people, even for a moment, feel what Ukrainian defenders are experiencing. Guests entered through a small garage door, guarded by a soldier. A six-metre military net tunnel followed. It's walls covered in graphic images from the front line: injured soldiers, blood, and fear. There was no other way – only through the tunnel of horror. The tunnel opened into a vast, misty hall. A single beam of light falling from above. The air was as cold as the coldest winter. Distant explosions and a soldier's quiet humming – felt through the floor, through the bones. A real Ukrainian defender then took the floor and told his story. The campaign film followed. In the film, he relived the worst moment of his life – alone and injured on the front line.
Shortlist
ShortlistFailing at the Finish
- Entrant
- McCann Riga
- Country
- Latvia
- Brand
- Iespējamā misija / Mission Possible
- Advertiser
- Iespējamā misija / Mission Possible
In Latvia, the fact that 1 in 5 children fail to graduate didn't shock the public, because you can't feel a statistic. Or can you? To mobilize a new generation of teachers, we transformed an invisible system failure into a collective moment of pain. For one month, popular singer Fiņķis documented his first marathon journey. People followed, cheered him on, and saw his struggles. On marathon day, he seemed ready. He ran 42 kilometres, closely watched by fans and the media. Just before the finish line… he stopped. Fiņķis sacrificed his first marathon time to show that 1 in 5 children will not finish their own personal school marathon. The video and PR message blew up on social media and in the news. As a result, Mission Possible hit a new record for school teacher applications from the public.
ShortlistTake a closer look at your Vilnius
- Entrant
- TOTEM agency
- Country
- Lithuania
- Brand
- Neakivaizdinis Vilnius
- Advertiser
- Vilnius City Municipality
Experience Space at the Vilnius Book Fair
Neakivaizdinis Vilnius is an initiative that invites people to discover lesser-known places and deeper layers of Lithuania’s capital. For the Vilnius Book Fair, we created an interactive space full of giant books and invited visitors to explore the city's districts from writers’ perspectives.
At first glance, visitors could only see books in the brand’s signature colour, abstract patterns, and maze-like visuals. But by taking a closer look and using a special filter, hidden stories started to appear. The pages revealed texts about different Vilnius neighbourhoods – places that inspired writers and influenced their creative work.
Each page held another little challenge: visitors had to search for letters that stood out in unexpected ways: tilted, enlarged, reduced, or otherwise disguised. Once they collected all the letters and put them together into a word, they received a prize.
What made the experience special was not just the interactive element, but the idea behind it. Just like exploring the city, the most interesting discoveries were not waiting on the surface, but appeared only to those curious enough to look beyond the obvious....
