Hornbach, Bud and Samsung – the best of this year‘s PIAF

The fifth Prague International Advertising Festival knows its winners. The most awarded campaign, Hornbach’s Hobbymarket campaign by the German agency Heimat, received 1 gold and 2 silver awards. The most awarded Czech campaign is The Bullet, by Havas Worldwide Prague for the Czech Helsinki Committee. It received a silver award in the category State and Public institutions and a bronze award in the category Storytelling.

The jury, led by Europe’s most awarded Creative director Alexander Schill from the German agency Serviceplan, didn’t award any Grand prix this year. According to Schill, all the entries that could aspire at getting a Grand Prix were missing some important aspect or other. Another juror, Arno Lindemann from Lukas Lindemann Rosinski, thought that another reason for not awarding this special prize was that the jury had a lot of time for the judging. The jurors could discuss all and every entry in detail and find faults even in the greatest ones.

The jurors decided that to give a Grand Prix, the number of awards it got in various categories wasn’t a sufficient criteria, but that the campaign also had to greatly change and innovate the advertising industry. Among other noteworthy successful campaigns at this year’s PIAF are the Bud Light campaign, with 2 gold awards, the Samsung S4 campaign that promotes eyetracking technology, and Auchan’s report, which also got 2 awards. “This year, the jury’s decisions were definitely the strictest in all of PIAF’s history. All in all, 29 entries will receive a PIAF award, when the number was as high as 50 in previous editions,” says PIAF Director Marek Hlavica.

The jury also judged the student competition “The Czech Republic is cool”, which was organized by the State agency Czechtourism among students of advertising and art schools. The task was to prepare a communication campaign presenting the Czech Republic as an attractive destination for young people.

Among Czech campaigns, a bronze award was given to Telefónica O2’s Last Comment campaign, a silver award went to the Czech Radio for its use of media at the Winter Olympics, and Modry Andel received a silver in the category Storytelling.

The PIAF results also influenced the PIAFYS ranking. No changes took place at the top, which is held by the duo Mescall & Baron, but the next 318 positions were modified, they concern almost 3000 creatives from all over the world.