CREATIVITY AWARD IN EFFIE CZECH REPUBLIC: SPECIAL ART DIRECTORS CLUB AWARD FOR EPIC LEGO PRIZE FROM KREATIV GANG - ScreenVoice.cz

This year's edition of Effie, the competition for the most effective advertising, has many new features. One of them is the presentation of the Art Directors Club Award on the Effie stage during the Forum Media 2024 conference.

This year, Art Directors Club (ADC) awarded the most creative campaigns in the Effie Czech Republic competition with a special prize for creativity. The award is the result of a collaboration between Association of Communication Agencies (AKA) and ADC.

The jury, consisting of leading creative communication experts, highlighted campaigns that not only delivered excellent business results, but also original creative solutions. A special award for creativity went to agency Kreativ Gang for its Epic LEGO Win campaign, which managed to appeal not only to children but also to their parents and to connect the iconic LEGO brand with the fascinating world of space.

The award was presented by ADC Chairman Miky Karas on the Effie Stage at the Forum Media 2024 conference.

The winning campaign, Epic LEGO Win by agency Kreativ Gang, builds on the powerful idea of connecting the LEGO brand with the universe. The campaign managed to create a WOW effect and emotionally reach the target group, which is children aged 6 to 10 and their parents. Even without massive media support, the campaign built viral potential thanks to the unique grand prize of 1,000 minifigures that actually touched space. It is thus a collector's edition that has symbolic value and reminds the little winners of the real story as well. The creative strategy with its emphasis on strong insight and attractive imagery has piqued the interest of customers and gained the attention of the public and the media.

Judge Marek Uličný, Associate Creative Director at oh my DOT, said, "Creative opportunities are all around us, we just need to discover them with a little imagination. The epic LEGO challenge is proof that a simple idea can bring huge success. The idea of 'let's launch a manned LEGO rocket into space' resonated brilliantly with the target audience and delivered a powerful PR effect."

Petra Jankovic, President of the AKA, who moderated the discussion as well as the Effie "grand" jury session, commented on the shortlist, "Five entries made it to the special category shortlist out of the total number of entries already shortlisted by the main Effie jury. This means that these works have already gone through a very rigorous selection process in three rounds - a preliminary round where the results and data were verified by representatives of the research agencies, an online round where the works were scored by the judges based on strict criteria, and finally a second round where 40 judges from clients, communications, media and research agencies made a thorough correction of the selection."

In the Best of Creativity category, a jury of leading Czech creatives selected entries that deliver results while building on an original creative idea. "Each of the shortlisted campaigns was exceptional in its approach and emphasis on an innovative idea. The Special Award for Creativity recognises brands and agencies that are not afraid to go above and beyond to deliver not only a product, but also a valuable experience and inspiration to their customers," said Jankovic.