GoldMy 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...
BronzeEmergency 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.
ShortlistThe Unwanted Lesson
- Entrant
- McCann Riga
- Country
- Latvia
- Brand
- Getliņi EKO
- Advertiser
- Getliņi EKO
Waste sorting haters are hating.
They don’t just ignore campaigns, they reject everything related to waste sorting. They complain about it, joke about it, and openly admit their frustration. For them, this isn’t a knowledge gap, it’s a mindset.
And that makes them almost impossible to reach.
Because traditional communication depends on attention. And this audience has already decided not to give it. They skip, scroll, and disengage the moment they recognize educational messaging.
So instead of begging for a moment of their attention, we gave them something they actually wanted, an offer they couldn’t refuse.
An option to unsubscribe from mandatory waste sorting.
“Want to get rid of waste sorting? Call this number.”
It didn’t look like a campaign. It looked like an escape. And they took it.
But the escape wasn’t real. It was a media system.
When people called, they were placed on hold, waiting for an operator who never picks up. And while they waited, they were exposed to a continuous stream of short, engaging lessons about waste sorting.
The longer they waited, the more they learned.
We didn’t interrupt them, we used their own action. We didn’t force attention, we made them step in...
