The winner of the Like Generation Z award at the ADC Awards was the "Nenasaditelný prsten" campaign created by Leo Burnett for Prague Pride.
For the third time, multimedia students studying economics at the University of Economics in Prague have chosen the winner of the Like Generation Z award at the ADC Awards. The award goes to Leo Burnett for its campaign "Nenasaditelný prsten" for Prague Pride.
The Like Generation Z award reflects the opinions of a new generation of creatives and offers a comparison with the assessments of current personalities in the creative industry. As part of the courses Multimedia Project Management and Multimedia Communication, students compiled an individual shortlist of the best creative works. The jury met in person on April 22 to discuss and compile the list. Seven works made it to the final round: Baci baci, Chci souhlas, Národní den bez spěchu 2024, Nenasaditelný prsten, Preventivní prohlídka života, Stejní, ale jiní and Zkratky.
This was followed by two-round evaluation, where students assessed the overall contribution, main idea, and originality. In the end, they agreed on the winner, which was the "Nenasaditelný prsten" campaign, praising its relatable theme, idea, high-quality execution, and overall impact. They also appreciated the creation of a physical object and the direct targeting of politicians.
"There was an interesting and rather heated debate about the influence of the theme of the application itself. Whether it should be about social impact or more about creativity as such. In the end, the student jury agreed that it is valuable when advertising does not only serve to sell a brand, but also carries a socially beneficial message," adds Richard Stiebitz, creative director at GEN Agency and lecturer at the University of Economics, who is also a member of ADC.
The jury consisted of Matouš Michalko, Anna Zatloukalová, Veronika Zedníková, Ondřej Kuča, Valerie Kunčíková, David Ložek, Michal Cukr, Filip Ouzký, Lucie Šarochová, and Ester Valkovičová.
Source: mediaduru.cz
