Orange · Influendcérky

The insight: don't lecture parents, let a parent speak. Instead of the influencers, their mothers take the lead. At first you only see ordinary mums describing the hate messages, mockery and threats their kids got. Only at the end do you learn their daughters are people the whole country knows. The message lands on its own: it can happen to any child, including yours.

Timing mattered as much as the story. The campaign launched at the end of the summer holidays, when kids spend the most time online and head back into school groups, and it pointed every parent to practical help on beznastrah.online.

Our part was the media buy: the media space, the distribution strategy, targeting and reach, coordinated with the creative and media agencies. When more than 20 public figures started sharing the film on their own, we let that momentum lead and adjusted the plan around it instead of pushing harder.

Orange made the campaign with Made by Vaculik and Essence Mediacom Slovakia, and we handled the media buy. "Influendcérky" won Gold at the EFFIE Awards Slovak Republic 2024, in the ESG category for commercial brands.

The jury praised the strong insight, the authentic execution and the choice of people who could reach a wide audience. One juror put it simply: "An excellent insight turned into creative work. With great effect." Another noted that virality can't be planned, but this time it happened.

The result went beyond the brand. More parents found beznastrah.online, and Orange came across as a brand that actually takes on a problem in society, without the campaign ever feeling like marketing storytelling.