Best of we_can agencies 2024

Over the past year, our partner agencies across the CEE region delivered projects showcasing creativity, performance and personality, which we think should be celebrated. Each one represents work that our teams are proud of—whether for its originality, execution, or the experience of bringing it to life. Here’s a look at some of the projects that defined we_can agencies' past year.

Café Communications (HU) // PR

The PR team in the Hungarian agency was a celebrated new edition in 2024 and they made sure they started strong:

OTP Junior @ Brain Bar

In September, the team created a PR campaign in collaboration with OTP Junior for Brain Bar, an annual event which focuses on how we can create a liveable and optimistic future. 

Their campaign focused on reaching people aged 14-24 and showing them that success is a diverse concept. The main message that they wanted to get across was whether a person’s goals are short or long-term, whether they are related to studies or building their own business, OTP Junior is their partner in achieving success.

To reach as many young people as possible the PR team used different solutions to get their attention. They researched the perception of success and wrote a press release about the results. The research had real news value and provided interesting information on the target group's perception of success, and several important media outlets published our press release.

The influencer collaborations presented the campaign concept in a versatile and creative way. The Café PR team worked with several types of influencers in the campaign such as Mélylevegő Projekt, a group of psychologists who created content about the psychological reasons behind achieving success, living up to expectations and perfectionism. They also worked with influencers Tomi Trunk and Attis Dóczi, they both created content on YouTube and TikTok where they gave tips on how to become a successful entrepreneur. 

Café Communications (HU) // Creative

OTP Otthon - Save the Birds! 2024

Challenge
The otpotthon.hu platform aligned itself with a cause closely connected to its mission: helping birds that have lost their habitats due to environmental destruction. But how do you engage people in a cause when they’ve become almost immune to the constant flood of support-seeking messages?

Solution
Target those who are naturally more receptive to the cause—home seekers. Reach them at the moment they’re most open: while browsing properties on the otpotthon.hu real estate platform.

Execution
At the heart of the campaign was an unconventional idea: a special edition property listing on the real estate platform that showcased birdhouses instead of homes. By clicking on the listing, users were introduced to the campaign’s message and directed to the website of the Hungarian Ornithological and Nature Conservation Society, where they could support the cause through donations or by purchasing a birdhouse. The campaign was further amplified with traditional online ads and OOH placements.

Results

• 7 million impressions
• 650,000 reach
• 58% increase in birdhouse sales on the Hungarian Ornithological and Nature Conservation Society’s website compared to the same period the previous year
• 9.5 million HUF worth of earned media coverage (on a 2 million HUF budget)

Direct Media (SI)

Radenska

The brand launched two Christmas campaigns this year, targeting the active population.

• Nagradna Igra Campaign: A short and dynamic spot, focused on engaging viewers with a prize game. The campaign runs on TV and online channels, with the main distribution placed on high-reach platforms. The highlight of the campaign is the grand prize – a holiday trip – designed to capture attention and encourage participation.
• Classical Christmas Creative: A heartwarming TV-exclusive campaign designed to evoke festive emotions and reinforce brand affinity. TV was chosen to maximize exposure during peak viewership periods, aligning with the holiday spirit.

The combination of TV and online channels enables Radenska to connect with an active audience in moments of relaxation and digital engagement, ensuring both emotional and interactive involvement. 

Telemach

Telemach launched its festive XMAS campaign on November 20th, bringing even more cheer and excitement for the holiday season. The campaign runs through the end of the year, featuring a comprehensive communication strategy. It began with sparkly, vibrant TV advertisements, followed by an integrated approach across digital platforms, out-of-home (OOH), radio, and print media.

Under the tagline “Open the Best Christmas Offer,” the campaign highlights exclusive discounts on select smartphone models available through their “VEČ” (translated as “More”) mobile packages.

Pink Moon (HR)

The Croatian creative team had a successful 2024: they managed to secure several new clients, such as:

• Podravka is one of Croatia's most recognizable food companies, best known for its globally popular product, Vegeta. It offers a wide range of food products, from soups and sauces to ready-made meals and snacks. Podravka combines tradition and innovation, bringing the taste of Croatian cuisine to tables worldwide.
• Tisak (Fortenova group) is the largest retail newsstand chain in Croatia, offering newspapers, magazines, books, and a variety of consumer goods. It also serves as a convenient point for parcel delivery and payment services, with locations in almost every town. Tisak plays a significant role in Croatia’s everyday life as a one-stop shop for quick purchases and services.
• Saponia is a leading Croatian manufacturer of household cleaning products, detergents, and personal care items. In the extensive portfolio of brands, the team were given the opportunity to create a new campaign for the snack brand Saltas.
• UNICEF (United Nations Children's Fund) has been actively involved in Croatia for many years, working to protect the rights and well-being of children across the country. UNICEF's mission in Croatia focuses on areas such as child protection, education, healthcare, and nutrition.

Podravka

The "JUHUU za Podravka juhu" (Woohoo for Podravka soup) campaign captures the joy and warmth of discovering something you truly love.

When we see a Podravka soup, we simply have to shout Woohoo! Inspired by the similarity between the word juha (soup) and the cheerful exclamation “juhuu” (woohoo), we created a feel-good campaign centered around this playful connection. The campaign features a catchy jingle, crafted to evoke a warm, homely feeling, highlighting Podravka soups as both quick and comforting. The visuals and TV commercial are infused with Podravka’s signature red, emphasizing familiarity and trust.

Alongside Croatia, the campaign was also adapted and launched across the region, including Bosnia and Herzegovina, Serbia, Slovenia, Macedonia, Montenegro and Kosovo.

TISAK

With the brand claim "Svašta Nešto„ (A little bit of everything), we transformed Tisak from a functional retail stop into an emotional, magical destination.

Whether we're buying ice cream, cigarettes, coffee, newspapers, playing the lottery, or picking up a package, Tisak is a happy place that each of us imagines in our own unique way. We’ll bring this emotional magic of Tisak to life, showcasing a dreamy, magical, and slightly surreal aesthetic that highlights this place where our wishes come true. The campaign includes a TV commercial and key visuals featuring a 3D-rendered Tisak kiosk enhanced with surreal elements. Each person sees the kiosk as fulfilling their specific need, whether it's sending a package or grabbing a sweet treat. This dreamlike aesthetic reflects the magic of finding everyday joys at Tisak.

The campaign achieved above-average results, excelling in spontaneous brand awareness and emotional engagement, while solidifying Tisak's identity as a destination for all life's little pleasures.