IN-FRIDGE PROMO
Summary: Lidl didn’t just run another sustainability campaign, it turned fridges into the hottest deal in town. By hijacking the familiar language of promotions, Lidl made saving food feel like saving money. ‘
The goal was ambitious: change behavior, shift sustainability perception, spark national awareness, and drive action in a category obsessed with price. By connecting forgotten leftovers to real value, Lidl proved that changing habits doesn’t require sacrifice, just a look at what’s already in your fridge.
Lead Agency(s): MRM Romania
Contributing Agency(s): McCann Romania, Initiative Media Romania
Client / Brand: Lidl Romania
Daisy vs Scammers
Summary: Faced with public distrust of AI and O2’s reputation for fraud, the brand created Daisy, an AI-powered “scambaiting” granny. Built with human-like imperfections, Daisy was designed to waste scammers’ time by engaging them in long, rambling conversations about her life.
The campaign garnered over 2 billion earned impressions and more than 2,000 pieces of global coverage. By using AI for good and transforming a serious issue into entertaining content, O2 not only changed its public perception but also effectively “scammed the scammers,” reclaiming its customer-first narrative.
Lead Agency(s): VCCP
Contributing Agency(s): faith, Girl&Bear, Bernadette
Client / Brand: Virgin Media O2
The Drying Flag
Summary: Blood donations in Latvia had been stagnant for a decade, with first-time donors declining. The Latvian State Blood Donor Centre reframed donation as a patriotic act through the Drying Flag campaign. The unexplained flag installations sparked national debate, later tied to blood donation with ambassadors and nationwide media. Results exceeded all goals: first-time donors grew by +98%, total donations by +68%, and young donors by +72%. The flag was adopted by 47 institutions, tripling the original target.
Lead Agency(s): White Label, McCANN Riga
Contributing Agency(s): Mindshare Baltics, Golin Rīga
Client / Brand: Latvian State Blood Donor Center / Blood Donations
Minefield Honey: Harvesting Hope
Summary: Minefield Honey turned mined Ukrainian farmland into a source of hope and income. Unable to access their land, farmers used drones and bees to harvest honey from danger zones. With no paid media, the campaign earned 200M+ impressions, 600+ global headlines, and partnerships in 4 countries. Honey sales directly funded the first documented case of land demining. Presented at Davos and COP29, and backed by Ukraine’s Ministry of Foreign Affairs, the project proved that marketing can rebuild not just brands – but lives and land.
Lead Agency(s): Saatchi&Saatchi Ukraine
Contributing Agency(s): Special Marketing Operation
Client / Brand: KERNEL / Minefield Honey: Harvesting Hope
