We managed to do what we often just dreamed of doing. To do a campaign where we are not limited by the assignment and we can resolve a real problem that affects us all. Thanks to the civic initiative of our CEO Tomáš Vondráček, who did not want to accept the overpriced state contract of the e-shop for motorway vignettes, we were given a unique opportunity.

To show everyone what their Famously Effective campaign could look like, making room for creativity, courage and determination. That is because in Gray, we believe that the time of common brand communications is over. A new era of the communication of an act is coming, where a valuable gesture of relevance is made that people can believe in.

Thus, the Hackathon initiative set out to combat the lack of functioning of the public administration. Not only did it dare to name the problem, it was also able to provide a solution. Then the communication we created had to get hundreds of potential participants excited in it, moreover from a very narrow target group of specialized IT programmers.

The #znamkamarada campaign was built on expertise, solidarity, a common sense of justice. It offered citizens the opportunity to prove to themselves and to the public that we could do things better and that the result is always in our hands. The communication primarily made use of social networks and authentic video content, which aimed at getting them or their friends involved. At the same time, the campaign was supported by sophisticated PR communications from personal social media profiles of the participants and initiators of the Hackathon.

The organic reach with a minimal media investment was huge. The national media began to report on the upcoming event, while also discussing the details of the suspicious state contract. We ultimately managed to get 200 IT professionals excited in a good idea and, during the 48-hour weekend Hackathon, they programmed an e-shop for the motorway toll system of the Czech Republic. The system that the state wanted to pay hundreds of millions crowns for in an overpriced order, while waiting months for its completion.

Thus, the Hackathon and #znamkamarada campaign managed to do what even thousands of protesters couldn’t: it forced politicians to change. It caused the resignation of the Transport Minister, the cancellation of a suspicious hundred million-crown contract, and even initiated a change in the legislation itself on state IT procurement. And it gave regular people a whole lot more: The belief that ordinary people also have the power to change the world in which they live and pay taxes.

#znamkamarada was not only a huge success here, but also abroad. The proof is 5 awards at the prestigious Cannes Lions festival of creativity, as well as many more: Grand Prix Effie + Golden Effie in the category of Social, Environmental and Cultural Marketing, ADC Czech Creative Awards in the categories of Campaign for Good and Digital, Silver ADC*E for Brand experience, Silver Epica Award for the Topical and Real-time Campaign, Bronze Cresta Award for Digital Design, One Show Finalist for Creative Effectiveness and Cultural Driver.