Category I07. Corporate Purpose & Social Responsibility
Idea Creation PS:DIGITAL Bratislava, SLOVAK REPUBLIC
Media Placement PS:DIGITAL Bratislava, SLOVAK REPUBLIC
Name Company Position
Peter Šebo PS:Digital, s.r.o. Creative Director
Marián Benkovič PS:Digital, s.r.o. Media Manager
Bruno Húska PS:Digital, s.r.o. Graphic Designer
Simona Šebestová PS:Digital, s.r.o. Art Director
Marián Psár PS:Digital, s.r.o. Copywriter
Ida Vrabcová Bírová PS:Digital, s.r.o. Copywriter, Ideamaker
Tatiana Uličná PS:Digital, s.r.o. Digital Marketing Consultant


Velvet revolution is one of the most important milestones in Slovak history. But young people in Slovakia really do not know why. They forgot about our history, freedom and the cost it took. So now we are coping with a strong wave of young radical voters and extremists. Radio Expres is the biggest radio in Slovakia. They take social responsibility seriously and use their medium for educating young people on these themes.

Describe the strategy

Nowadays, the young are happy when followed online, but not that long ago it meant a big problem. And how do young people on Instagram try to be as original as possible? They bulk-test the same Augmented reality filters. So, during the celebrations of November 17th we created a special Instagram campaign and AR filter for Instagram, which showed younger users the classic meaning of the phrase "is following you".

Describe the execution

We created the Instagram campaign #IamFollowingYou for our client Radio Express in cooperation with the National Memory Institute. For the occasion of the 30th anniversary of the Velvet Revolution, we wanted young people to realize how it would look and feel if the secret agents of ŠTB operated today, how the surveillance would be carried out, and point out why getting a follower before 89 was not as cool then as it is now. For some people the fictional story of the secret agent and his victim, a comedian who makes fun of the current social situation, was taken seriously, afterwards, the true message was revealed and they watched as the full story unfolded.

List the results

Dozens of personalities participated in the campaign and brought back the time of unsolicited surveillance to their young followers (Explo, Tormová, Frlajs, Miro Jaroš, Paulína Fialková, DJ EKG, Zomri, Bad karma boy, Matys, ...). By communicating such an important subject, we cumulatively reached 1,000,000 young people in their natural environment. The AR filter received 296,926 views and more than 1,500 shares.

Please tell us how the brand purpose inspired the work

Thanks to this special campaign brought Radio Expres the message of the importance of freedom in the modern world to thousands of young people.