How did they win the coveted unicorn award?
Last year’s Grand Prix was awarded to Zlatý Klinec – an extraordinary event created and curated by the Slovakian agency Leopard Production. The outlandish idea to gather five kilometres of old cables from Slovakia also landed them the top prize in the B2B category and the Best in Creativity Award.
Zlatý Klinec, or translated- The Golden Nail, is the most important competition for the most creative advertising in Slovakia, which has been organised annually since 1994. The only brief this year was the theme: Age of AI. The client gave the Slovakian agency complete freedom in the creative process, thus gave us with their trust.
AI was used in every part, in every technical input: consultant in the creation of the creative, music dramaturgy, lyrics and script, creation of visuality and visuals, moderation and pre-event buzz.
The organisers gathered around 5 kilometres of old cables from all around Slovakia, which represented the AI and data flowing all around us. They recycled them and even after the event itself, these cables are used as a part of an art exhibition in the Slovak National Gallery.
During the time of the creation process, AI was still a foreign tool, which everyone was afraid of and could not properly work with. The agency decided to use it in every part of the creation process, and so the long hours of editing, writing prompts and dividing the answers began. They managed to symbiotically create an event, which rewrote the whole negative idea about AI and the creative industry.
Learn more about the event here.
