COLLABorators

Creative idea

We turned commercial rivalry into public solidarity. When the Slovak government changed the national holiday to a working day, rival brands united to thank November 17th, the day of the Velvet Revolution, for the freedom to choose between them. Instagram Collab feature made competitors co-authors of a shared thank-you, turning an unexpected alliance into a newsworthy public gesture. The format was simple enough for others to adopt: businesses, sports clubs and organisations joined spontaneously, more than doubling participation. What started with 19 brands became a collective expression of gratitude for freedom, amplified through participation and earned media, not paid advertising.

Brand name: Juraj Vaculík (Independent civic initiative)
Advertiser / client: Juraj Vaculík
Product / service: FREEDOM
Campaign name: COLLABorators
Agency network: INDEPENDENT AGENCY
Agency: MADE BY VACULIK, BRATISLAVA
Agency chief executive officer: Alexandra Martináková
Chief creative officer: Milan Bielik
Executive creative director: Andrej Hrivnák
Creative director: Milan Bielik, Andrej Hrivnák
Art director: Filip Šufliarsky, Oliver Boďo, Daniel Vojtek
Copywriter: Veronika Rybárová, Lucia Peterková, Andrej Hrivnák, Ivana Polohová, Milan Bielik
Account director (agency): Michala Zezulová
Client account director: Juraj Vaculík
Strategic planner / strategist: Michaela Martonová, Terezia Šabová
Additional company: Account Executive: Linda Kleinová Social Media Manager - Kristína Kačániová DTP: Eva Ondrišová