The Grand Prix of this year's Flema competition, which recognises innovative achievements in media planning, goes to Slovakia. It was won by Slovenská sporiteľňa and the agency Wavemaker Slovakia for the partnership and concept of the investment TV programme Jama levova. Other awards for courage and innovation also go to Slovak agencies, namely Wavemaker Slovakia for its campaign for Slovak Telekom, highlighting the problem of cyberbullying and intimate photos on the internet, and Mindshare Slovakia for its campaign for AMC Networks, highlighting the football offer of Sport 1 and 2 channels.
The top two prizes in the categories were won by OMD Czech and Seznam Brand Studio for their campaign for Dacia Duster. The main prizes also went to dm drogerie and Wavemaker and Ogilvy PR for #prosteja. KFC with agencies PHD and Fuse also won for breaking into the Czech rap community.
Grand Prix
Slovenská sporiteľňa decided to stand out in the flood of classic advertising blocks and brought Sony's business show Jama levova (Shark Tank) to Slovak screens in cooperation with the agency GroupM Slovakia and TV Markíza. It was not just a traditional sponsorship with a logo on the screen - the bank became a co-producer of the show, actively participated in its production and by its presence on and off the show, it profiled itself as a symbol of support for the entrepreneurial spirit and innovation in Slovakia. The campaign reached a third of the Slovak population and the perception of the bank as a bank for business increased by 47%. The campaign also scored points in Slovakia in the Effie Awards Slovakia 2024, where it won silver in the Partnership & Sponsorship category.
Source: Group M
The Bravery Award, the Bravery Award, was awarded to the Nahí campaign by the competition judges. The Telekom commercial opened up the topic of cyberbullying and the spread of intimate photos among young people. It aimed to get viewers to think about how their children use mobile phones, while providing concrete help to victims. Therefore, the platform absolventisikany.sk was created to offer professional support and raise awareness of the seriousness of the problem.
The basis of the campaign was a hero video, combining an adaptation of Richard Müller's song Naked with emotional performances by the victims' representatives. The campaign was also supported by innovative audio-visual solutions, such as the 'bullying alumni tabloid' or podcasts with authentic testimonies of victims. Influencers also played an important role, reaching out to both young at-risk users and their parents.
Source: Slovak Telekom
The award for the best innovation, the Innovation Award, went to Mindshare Slovakia for client AMC Networks. Its Sport 1 and Sport 2 channels wanted to introduce the Slovak audience to the fact that they had acquired the broadcasting rights to Italy's most-watched league, Serie A, and to strengthen AMC Networks' brand awareness. The result was the concept of the first vertical football in Europe.
On the opening day of the season, two professional players rappelled down the 30-metre facade of OC Nivy and played a match against gravity. They were greeted by football legends Marek Hamšík and Marek Jankulowski, along with hundreds of shoppers.
The whole event was supported by a CLV network in the 2 km vicinity, ambient carriers directly in the OC and a strong social media campaign (#VerticalFootball, #SerieAonAMC). The vertical playground became an attraction for TV news, sports portals and social media. In a single day, it managed to gain significant media attention and create an experience that combined the passion for Italian football with the creativity of Sport 1/2 stations.
Source: AMC Networks
The campaign for the Dacia Duster brand was also successful, with OMD Czech and Seznam Brand Studio. It won two wins in the categories Best Non Spot Campaign and Best Consideration Campaign.
Dacia decided to use its simplicity as an advantage and presented the campaign "Duster for Joy" with the motto "the road to joy is simple". This pitted authenticity against materialism and targeted the urban middle class. The campaign ran in two contrasting waves. First, the "stress-free weekends" guide was created, offering personalized tips for trips to the hidden treasures of the Czech Republic with the option of routes directly in Mapy.cz. It culminated in a major PR stunt - a muddy Duster parked for three days on a posh Pařížská street outside a Prada boutique. This dramatic contrast between authentic adventure and superficial luxury drew huge attention.
The results exceeded expectations: consideration to test drive the car increased by 100% (from 5% to 10%), searches for the model increased by 123%, and interest in test drives doubled. The PR stunt received a spontaneous media response. An article on Garáž.cz became the most read article of the year about a model and the fourth most read overall (770,000 views). Reels videos on Instagram reached more than 500,000 views.
Dacia Duster on display in Pařížská street; Source: DaciaIn the category looking at how campaigns help to raise awareness, Best Awareness Campaign, dm drogerie and agencies Wavemaker and Ogilvy succeeded with the #prosteja campaign.
The dm drogerie #prosteja campaign introduced an international concept for 12 markets. It aimed to raise awareness of the dm brand and promote naturalness, beauty in imperfection and self-acceptance. The campaign targeted women with the message that "their uniqueness is the most beautiful thing". A drone show and launch event in Prague provided an authentic start to the campaign, followed by a strong cross-media strategy and digitally, an AI-powered interactive landing page on Spotify was used for the first time in the Czech Republic.
Source: dm drogerie
The top prize in the Best Converison Campaign category goes to KFC for the campaign "Jak KFC zachutnalo české rapové komunitě" by PHD and Fuse. It also took home both gold and silver awards from the last Effie.
KFC's goal was to reach a young target audience that was no longer responding to traditional media. Penetration among 15-24 year olds was declining and TV, print or OOH no longer worked for Gen Z. The solution came boldly through a partnership with rap show The Mag Wrap. Instead of just a logo, the brand invested in unique content that fans wouldn't see anywhere else, and prepared The Mag Wrap menu - a special offer with a "taste of Czech rap" sold nationwide.
The community was skeptical at first, then excited, and the menu went viral. The results: penetration increased to 55% ( 6 p.p.), 194,176 menu items were sold ( 85% over plan), and ROI of 9.31 exceeded the target by 112%. The campaign became KFC's most effective promotion in 5 years, without a single spot, banner or OOH.
Source: KFC
Overview of Flema 2025 award-winning campaigns
Source: FlemediaExamples of all campaigns can be found on the competition website here.
Source: mediaguru.cz