“The National Sport of Kazakhstan”
Epica Awards 2024 winners have been revealed. VML and Serviceplan won numerous awards, including two Grand Prix for VML and one for Serviceplan Germany. Overall there were Grand Prix winners from Belgium, Germany, Italy, Kazakhstan, the UK and the United States. The Grand Prix debate took place in Paris. The President of the jury was Claire Atkinson, the author of “The Media Mix” newsletter and a prominent media journalist.
The Responsibility Grand Prix – celebrating work for good causes – was awarded to two different campaigns. VML in Belgium won for “Call Glenn” for Child Focus. People could “sign” a petition demanding online protection for minors by calling a phone number that belonged to Glenn, a 15-year-old who took his own life after nude photos of him were shared online without his permission. Kasper Janssens, Executive Creative Director, said: “Transgressive sexting is an issue that demands greater attention, and recognition like this goes a long way in amplifying the conversation.”
Jung von Matt AG in Germany was awarded for “Rights Against the Right”, an operation for an anti-Nazi organisation. It involves buying the rights to visual codes used by Nazis, which prevents them being used on pro-Nazi merchandise. Simon Knittel, Executive Creative Director, said: “By using creative legal strategies, we’ve not only disrupted a significant funding source for extremist groups but also demonstrated that innovation can be a force for social good.”
There were also two Media Grand Prix winners. The first went to Scholz & Friends Berlin and the Frankfurter Allgemeine Zeitung newspaper for “The 100th Edition”. A long-running print campaign features notable figures reading the newspaper. This time it showed Holocaust survivor Margot Friedländer and supported the fight against extremism. Matthias Spaetgens, Scholz & Friends CEO, said: “This Grand Prix is not just a tribute to an idea, but rather to a unique personality: Margot Friedländer. She asks us to ‘become the witnesses she is unable to be for much longer’. And that is exactly what this picture is intended to remind us of.”
The second Media Grand Prix went to GForce/Grey in Kazakhstan for “The National Sport of Kazakhstan”. Popular mixed martial arts broadcaster Ruh Fighting advertised bouts between men and women for the first time – but it was a lure to draw attention to domestic violence. Agency CEO Yuliya Tushina said: “This is the very first Grand Prix from the Epica Awards in our region – a truly historic moment! This award is more than an industry achievement; it is recognition that the message touches hearts worldwide, sparking discussions across various levels and driving progress toward real change.”
The PR Grand Prix went to VML UK for “The Beko Inheritance”, a fun campaign in which the domestic appliance maker gave customers a document enabling them to officially leave their appliances to loved ones in their will.
The Design Grand Prix went to Landor in Italy for its striking rebranding of the Orchestra Sinfonica di Milano, which rejuvenated the orchestra’s image and boosted box office takings. Creative Director Alessio Galdi said: “Being recognized by a jury of journalists makes this award especially meaningful. It’s a testament to the authenticity and impact of our work, and a moment of pride for everyone on the team who brought it to life.”
The Digital Grand Prix was awarded to Mother London for “The Co-Worker”, a recruitment campaign allowing Roblox players to show off their skills and earn money at a virtual IKEA store. The agency commented: “Journalists see every piece of work from our industry, so it feels like they’re uniquely qualified to pick out the great from the good. Winning this Grand Prix with IKEA is a special moment for everyone on the team.”
The Innovation Grand Prix went to Serviceplan Germany and PetPace for “Animal Alerts”. Research showed that dogs instinctively detect earthquakes in advance, so special collars transformed them into a collective early warning system.
The Print Grand Prix was awarded to “Capa vs. War” from Innocean Berlin. For a museum devoted to legendary war photographer Robert Capa (1913-1954), his photos were placed in today’s context to ask why war continues, decades later. Ricardo Wolff, Executive Creative Director, said: “We truly believe that Capa himself would have liked this campaign, given that he was a hardcore pacifist. The fact that a group of journalists gave ‘Capa vs War’ the festival’s highest accolade is not only a way to honor creativity, but also the work of a long-gone colleague of theirs.”
The PR Grand Prix went to VML UK for “The Beko Inheritance”, a fun campaign in which the domestic appliance maker gave customers a document enabling them to officially leave their appliances to loved ones in their will.
Finally, the Film Grand Prix was won by BBDO New York for “Museum Worthy”. Promoting a commercial production prize – the AICP – the vivid, funny and well-acted film imagines iconic artists facing the challenges of today’s creative environment.
Jury President Claire Atkinson said: “The Epica judges really understand the mission and are serious, articulate and knowledgeable critics in their field. They know what makes for an eye catching, successful campaign that hits the heart and mind, and they know when an effort misses the mark or begs too many questions. The quality of entries made for a compelling day of judging.”
