TRIAD AND SPARTA DOMINATED DIRECT IMPACT CZECH. BOURAČKA.CZ WINS THE GRAND PRIX

The Direct Impact Czech competition has announced the winners of its 24th edition. Triad Prague was named Agency of the Year, whilst AC Sparta Prague received the Client of the Year award. The Grand Prix went to the project “Bouračka.cz – online accident reporting” by McCann Prague. The results were announced on Thursday at Jazz Dock in Prague.

Triad Prague was named Agency of the Year for the 24th edition of the Direct Impact Czech competition, whilst the title of Client of the Year went to the football club AC Sparta Prague. The Grand Prix was awarded to the project ‘Bouračka.cz – online accident reporting’ by McCann Prague. The results were announced on Thursday evening at Prague’s Jazz Dock. A total of 44 awards were presented this year. Fifty-three entries across 15 competition categories made it through to the final.

Agency of the Year: Triad Prague

In reaching its decision, the jury placed particular emphasis on consistent quality across different projects and categories. According to the jury, Triad demonstrated the breadth of its strategic thinking, remarkable creativity and the ability to translate a strong idea into a well-executed and effective campaign. The jury believes that a hallmark of excellent agency work is a consistently high standard of work across a variety of briefs. The agency scored particularly highly in the competition for its “I Clean the Toilet” campaign for Domestos, which used an unconventional approach to teach people – primarily on TikTok and other social media platforms – how to clean toilets properly and regularly.

Client for this year’s edition: AC Sparta Prague

The jury particularly praised the campaign’s ability to give free rein to creativity, originality and diverse communication approaches, whilst maintaining a clear and recognisable brand identity. This year, Sparta succeeded with a variety of projects across several categories and, according to the jury, demonstrated its ability to develop its brand in different directions, experiment and remain open to new ideas without losing its consistency. Successful projects included, for example, its film project *The Magic of the Derby: When Football Hit the Cinemas*, the digital innovation in retail *Sparta AI Mirror*, and the event with Adidas and Footshop to create a ‘terral’ in the heart of Letná.

Grand Prix: Bouračka.cz

The Grand Prixaward goes to the project“Bouračka.cz – online accident reporting”by McCann Prague for the Czech Insurers’ Bureau, in collaboration with Stink and Hero & Outlaw. The jury particularly praised the combination of a strong concept, precise execution and real-world impact. The project succeeded in transforming a practical and rather thankless problem into a simple and straightforward solution that genuinely makes life easier for people when they need it most.

Winners by category

The following award-winning entries are among the most successful projects of this year’s competition across all categories.

• In the Brand Building category, the bronze went to the project‘The Magic of the Derby: When Football Hit the Cinemas’by AC Sparta Prague, created in collaboration with Bontonfilm.
• In the Digital Innovations in Retail category, the jury awarded bronze to the project“Sparta AI Mirror”by YORD for Footballmania, which also involved AC Sparta Prague, ČSOB and Mastercard.
• Triad Prague dominated the Digital Hit category with the project“I’m Cleaning the Toilet: Dom & Estos Got People Off the Latrine”for Unilever, developed in collaboration with Mindshare.
• The gold award for Event, Field and Sports Marketing goes to the project“Sparta x adidas x Footshop created ‘terral’ in the heart of Letná”by AC Sparta Prague, in collaboration with 2Score, adidas and Footshop.
• In the Charity and Non-Profit Marketing category, the jury was most impressed by Dentsu Czech Republic’s project“Food the World Has Never Seen”for the Czech Federation of Food Banks, created in collaboration with Boogiefilms, Dentsu Creative and Kabelovna Studios.
• The Influencer Marketing category has two gold winners. Svengali Communications scored highly with the project“Young Blood in Parliament: 30 Under 30”for the Institute for Youth Political Participation. Triad Prague also took top honours with its project“I Clean Toilets: Dom & Estos Got People Off the Latrine”for Unilever, developed in collaboration with Mindshare.
• In the Innovative Idea or Concept category, Agentura GEN took silver for the project“A Mock Accident”for the Vize 0 Platform. The same award went to Triad Prague for the project“The Craft of the Golden Well Has a Golden Bottom”for St. Nicolaus, created in collaboration with Divize Animation and Dentsu.
• The top prize in the Integrated Communication category went to McCann Prague for the project“Bouračka.cz – online accident reporting”for the Czech Insurers’ Bureau, created in collaboration with STINK and Hero & Outlaw.
• In the Low-Budget Campaigns category, Kotelna 55 took silver with the project“How to Bring Dinosaurs Back to Life”for the Dinosauria Museum Prague.
• The Product Launch, Relaunch or Trial category was dominated by the agency Knowcomm with the project“Bauhaus is everywhere!” for Bauhaus.
• Silver in the Direct B2B and B2C Communication category went to the project“Slavia and Pasta: The Shirts That Changed the Czech Republic’s View of Merchandising”by SK Slavia Praha, created in collaboration with Pasta Oner, the SK Slavia Praha Fanshop and Castore.
• The Wellen agency took home no fewer than two bronze awards in the Retail Concept category. The project“How to Take a Bank into the Future”was created for Česká spořitelna, whilst“From Service to Experience: CEWE Loves Photos”was developed for CEWE Color.
• In the Social Media and Brand Content category, AMI Digital took top honours with the project“Renovation Time! A Dream Come True: When a Financial Institution Films a Reality Show Instead of an Advertisement”for Stavební spořitelna, a division of Česká spořitelna.
• The silver award for Sponsorship went to the“Sparta x adidas x Footshop”project by AC Sparta Prague, which was created in collaboration with 2Score, adidas and Footshop.
• The Public Sector category was won by McCann Prague with the project“Bouračka.cz – online accident reporting”for the Czech Insurers’ Bureau, on which it collaborated with Stink and Hero & Outlaw.

The full results can be found in the document below.

Source: mediaguru.cz