On Wednesday, 22 January 2026,the European Association of Communications Agencies (EACA) announced the winners of the Impact Awards Europe 2025 competition. Czech advertising was successful on the European stage this year, thanks to campaigns by McCann Prague, which won four awards across key categories.
In each category, the jury particularly appreciated bold ideas, an innovative approach to communication channels and the ability to create a real social impact. In the "Cause Charity / Non-profit" category, the work with authentic experience and cultural context was highlighted, while in the "Innovation" and "Digital" categories, the combination of data, technology and creative execution was praised.
The Czech Insurance Association won gold awards for its anti-drug campaign Zkratky in the Cause Charity / Non-profit category and in the Innovation category for a campaign based on the same concept, which worked with wastewater data. This campaign also scored in the Digital category, where it received silver. Zkratky also took silver in the Integrated category.
Czech awards at Impact Awards Europe 2025
Cause Charity / Non-profit – gold
- Campaign: Zkratky
- Client: Czech Insurance Association (ČAP)
- Agencies: McCann Prague, Hero & Outlaw, Renegadz, Knowlimits
Innovation – Gold
- Campaign: Urine Test
- Client: Czech Insurance Association (ČAP)
- Agencies: McCann Prague, Hero & Outlaw, Renegadz, Knowlimits
Digital – Silver
- Campaign: Urine Test
- Client: Czech Insurance Association (ČAP)
- Agencies: McCann Prague, Hero & Outlaw, KnowLimits
Integrated – Silver
- Campaign: Zkratky
- Client: Czech Insurance Association (ČAP)
- Agencies: McCann Prague, Hero & Outlaw, KnowLimits
“This success proves that we are building on culturally relevant campaigns with real impact that stand up well in an international context. Our collaboration with the Czech Insurance Association shows us that long-term, consistent work on socially important topics can be creative, powerful and internationally competitive," says Jan Binar, CEO of McCann Prague.
The winners of the Direct Impact Czech competition are traditionally nominated from Czechia for the European Impact Awards Europe competition. The national advertising competition, which was previously organised by ADMEZ, an association of direct marketing companies, was transferred to the Association of Communication Agencies (AKA) at the end of last year. The competition has thus become part of the "family" of professional awards that AKA has long been responsible for.
Those interested in participating can expect a call for applications for this year's 24th edition of the competition in April 2026, with a deadline at the end of June. All information will be available on AKA's content channels or directly on the competition website directimpactczech.cz.
Source: mediaguru.cz