LOOK, A MOTORBIKE! CAMPAIGN WON THE ADC BEST OF CREATIVITY 2026 AWARD FOR OUTSTANDING CREATIVITY AT THE EFFIE AWARDS

The special ADC Best of Creativity award, presented jointly by the Association of Communication Agencies (AKA) and the Art Directors Club Czech Republic (ADC) as part of the Effie Awards Czech Republic, was won this year by the Hele, motorka! (Look, a motorbike!) by TRIAD Prague for BESIP and the Czech Insurance Association. The winner was selected by a separate jury comprising ADC members, who chose the entry with the most striking creative solution from among the Effie finalists.

The ADC Best of Creativity award recognises campaigns that have succeeded in combining demonstrable effectiveness with an exceptionally high-quality creative idea. Unlike traditional creative competitions, only entries that have already been assessed in the Effie Awards Czech Republic – a competition based on measurable results of marketing communication – and have made it onto the shortlist are eligible for this award.

“Creativity is not just a matter of originality or an interesting execution; it is one of the key prerequisites for effective communication. It helps brands attract attention, stand out and, above all, make a lasting impression. That is precisely why, together with AKA, we recognise creative solutions within the Effie Awards that not only capture attention but also demonstrate their effectiveness. We want to emphasise that creativity is not just an added bonus, but plays an irreplaceable role in achieving business and other communication objectives,” says Julie Vernerová, executive director of the Art Directors Club and independent creative director.

The winning campaign is selected from the Effie shortlists by a separate jury composed of ADC members. The jurors first assessed the shortlisted entries online and then decided on the winner at a separate meeting on 9 November, attended by representatives from AKA and the ADC.

This year’s jury consisted of: Hana Mára (Addict Agency), Iva Nitkulinec (DDB.about95), Martin Charvát, Sam Sadovský (McDonald’s) and Jakub Havlík (Etnetera Motion).

Look, a motorbike! A creative idea that changes drivers’ behaviour

This year’s ADC Best of Creativity award went to the ‘Look, a motorbike!’ campaign. The campaign, which taught car drivers to actually see motorbikes, was created by the agency TRIAD Prague for BESIP and the Czech Insurance Association.

“For me, creativity isn’t about doing things differently just for the sake of being original. It’s about finding unexpected solutions to real problems. And ‘Look, a motorbike!’ demonstrates this brilliantly. It turns a complicated problem into a simple idea that can change people’s behaviour and save lives. With this award, we’d like to encourage clients not to be afraid to step outside the box. “Because it’s often the ideas where we can’t rely on the fact that someone has already tried them before us that hold the greatest potential,” sums up ADC jury member Jakub Havlík, Head of Craft at Etnetera Motion. The campaign aimed to improve motorcyclists’ safety by teaching car drivers to consciously look out for motorbikes. Instead of a traditional warning, it utilised a simple habit: when spotting a motorbike, say to yourself, ‘Look, a motorbike!’. The message was disseminated via television, radio, online channels, influencers and outdoor advertising. According to research, 32 per cent of drivers adopted this habit. At the same time, in 2025, the number of motorcyclists killed fell by 27.7 per cent year-on-year, from 83 to 60.

“When selecting the winner of the special prize, the creative jury was looking for a strong, original idea executed to the highest standard. According to the jurors, it was precisely this combination that was missing from many of the campaigns. They also appreciated beautifully filmed entries, but it was primarily campaigns with strong insights, striking ideas or creative daring that made it to the shortlist. What mattered was how their idea was reflected in the final execution and whether it actually influenced people’s behaviour,” said Radana Čechová, Executive Director of AKA.

“At Effie, we have the opportunity to look at creativity from a different perspective to most creative competitions – we see what it has actually achieved. A good creative idea isn’t one that appeals to the jury or collects awards; it’s an idea that can bring about change. And it is precisely this kind of work that we want to highlight in future through the ADC Best of Creativity,” says Martin Svetlík, Chair of the Art Directors Club Czech Republic and Chief Strategy Officer at McCANN Prague.

The award has been linking creativity and effectiveness since 2020

The special award was established in 2020 as a joint initiative between AKA and ADC. Its aim is to emphasise the importance of creativity for the effectiveness of marketing communication and to recognise campaigns that successfully combine both disciplines.

Last year, the award went to the agency VML for its campaign “The oldest bank has the youngest board” for Česká spořitelna. The jury also awarded three honourable mentions at the time.

The winner of the ADC Best of Creativity 2026 was announced on 10 November as part of the Effie Stage at the Forum Media 2026 conference. Their victory was recognised with a handcrafted glass trophy from Jiří Pačinka’s art workshop.

The results of the main Effie Awards Czech Republic competition will be announced on 25 November at a gala evening at Prague’s Empire Hall in Slovanský dům.

Ohol si Ptáčka! How OneBlade proved that gaming can drive sales

Philips OneBlade set out to prove that gaming can directly drive sales. In collaboration with Warhorse Studios, a limited-edition trimmer inspired by Kingdom Come: Deliverance II was created. The “Ohol si Ptáčka!” campaign utilised gaming influencers, humour and special in-game content without the support of traditional advertising.

All 3,000 units sold out within seven hours of going on sale. Sales of the entire OneBlade range rose by 48 per cent year-on-year in February, and the campaign achieved over 6.2 million impressions.

“When you have a clever and funny headline and the talent to play around with all the creative executions, suddenly you don’t need a big media budget. That’s exactly what we wanted to recognise in the ‘Ohol si Ptáčka’ campaign, which won us over not only with its playfulness but also with its skilful execution,” says Iva Nitkulinec, creative director at ddb.about95.

Práce za rohem: How the ‘most boring game’ saved 50,000 Czechs time

The campaign aimed to reach a younger target audience, strengthen the ‘Práce za rohem’ brand and increase the number of app downloads. To this end, the ‘most boring game in the world’ was created – a simulator of a 209-hour commute, available exclusively within the app.

The campaign generated 57,475 app downloads in the Czech Republic, increased website traffic by 28.77 per cent and boosted brand-related searches by 27.58 per cent. In Slovakia, perception of the brand as a service that frees people from commuting rose by 20 percentage points.

“Job portal campaigns don’t usually dazzle with creativity. This one is an exception: clear positioning and spot-on insight have given rise to a striking execution that captures the attention of a young audience, surprises them and, above all, entertains them,” says Hana Mára, Head of Creative at the Addict agency.

The campaign reached 6.1 million people. During the first year, 27,430 accident reports were completed online, and the service’s market share of accidents resolved without the police reached approximately 22 per cent in the first half of 2026. 56 per cent of drivers would prefer to use the online solution in the event of another accident.

“The ‘Bouračka’ campaign isn’t just a simple announcement of a new digital way to report accidents, but also a brilliant example of how to lighten the tone of this topic. ‘Bam and Tap’, along with the colourful tone of the communication, provides a lovely contrast to other campaigns in the same segment, which often portray the cold, clinical atmosphere of accidents. As a driver, I appreciate the reduction in stress not only from the accident itself, but also from the overall process of dealing with it,” says Samuel Sadovský, Brand Marketing Manager, McDonald’s Czechia, Slovakia & Ukraine.

You can download the Effie Awards 2026 shortlist here.

Source: mam.cz