The Don’t Die Bag
Summary: Dr. Max, Slovakia’s largest pharmacy, partnered with iconic meme page ZOMRI to win back attention during Black Friday. Instead of discounts, they launched the “Don’t Die Bag” – a limited-edition tote filled with immunity products and ironic cultural value. With no paid ads, the campaign went viral through memes, influencers, and earned media. It sold out in 24 hours, drove +31% online sales, and proved that even in a conservative category, a bold, culturally relevant idea can outperform traditional campaigns and win over a new generation of consumers.
Lead Agency(s): THIS IS LOCCO
Contributing Agency(s): GROOW DIGITAL
Client / Brand: Dr.Max / Dr.Max Pharmacy
Effie Award(s): Bronze
Unexpected Heroes
Summary: Old Spice turned deodorant scents into mysterious gamer aliases, infiltrated livestreams natively, and created unscripted, real-time entertainment that blurred the lines between gaming and branded content.
Nicknames became media space, chat became the story engine and a native, gamified media channel was born. Old Spice didn’t just use a platform differently: it redefined how brands can live inside gaming culture.
Lead Agency(s): LEO BURNETT BUCHAREST
Contributing Agency(s): Aggero, New View
Client / Brand: Procter & Gamble Romania / Old Spice
Effie Award(s): Silver
The Wavy Cut
Summary: The influencer-led campaign cleverly connected Lay’s Gourmet’s “wavy crisp” to the popular wavy hairstyle, a prominent look during the Christmas season, with influencers showcasing the trend. This approach successfully engaged new audiences, helping the product become part of the seasonal conversation. Reaching 1,4M households and delivering over 28% net sales growth with a 13x PR ROI, the campaign strengthened the brand’s relevance and reaffirmed its leadership in the premium crisp category.
Lead Agency(s): Sips And Bites, OMD Spain
Contributing Agency(s): ( PROBABLY), Firma, 2.10 (TEAM RANDOMK SPORTS), Draft Punk
Client / Brand: PepsiCo Spain / Lay’s Gourmet
Effie Award(s): Bronze
