The best campaign of The Golden Stone 2009

If you dont think - you will pay for it

Euro RSCG a.s.

Zlatá pecka (The Golden Stone) is a nonprofitable, prestigious advertising contest organized by the Association of Czech advertising agencies and marketing communication once a year for 15 past years. Zlatá pecka belongs to Czech advertising contest series included into Agency of the Year which appraises the best campaigns on Czech media and advertising market. The competition represents the opportunity for professional experience exchange across all media types and supports increasing quality of Czech advertising in Czech and Slovak Republic.

We asked Pavel Brabec, president of ACRA and Zlatá pecka organizer:

Award celebrates fifteen years this year so it may be a good time to reflect a little bit. How do you rate the past fourteen years?

The Zlatá Pecka Award started absolutely inconspicuously in 1994... clients and agencies were then convinced that without creativity advertising would not work. Both advertising agencies and clients wanted to compete and measure their abilities. The first Zlatá Pecka was very modest, perhaps a bit cautious, but despite that a few dozens of entries arrived. The feedback among the agencies was very good and that gave Pecka the “kick” to go further: I had no idea that for 15 years :o)

How do you perceive your position in relation to other creative competitions on the Czech market?

Pecka was always and purposefully a bit different; it was never limited by categories and due to that it was always providing more space for individual creative designers or smaller agencies. I am glad that Metro Zlatá Pecka has become an attractive fighting ground also for big agencies. I think that if an advertisement is made really creatively, it does not matter if the author comes from a “big” agency or if the author is an individual. An idea is an idea. Metro Zlatá Pecka is also the only competition judged by independent judges from various fields which advertising industry cooperates with: music composers, copy writers, directors, graphic designers,... the great feeling is actually the fact that the judges always awarded one of the entries that a few days later received for example one of the main prizes at the Golden Drum or in Portoroz.

What was your view on the reaction by experts related to introducing METRO PUBLIC AWARD in the last year?

It was mainly positive although it is necessary to take into consideration that there are only a few people who tell you something negative into your face... but the fact is that Metro Zlatá Pecka came as the only one with this concept thus enabling to compare the verdicts of the official jury and public. This seems to me very attractive as the public views are interesting and for the agencies definitely inspirational; without devoutness I have to add: all this thanks to the Metro daily and cooperation with its management.

This year the competition will be extended by foreign public evaluation. What are your expectations?

I am really curious how our Czech advertising production will be evaluated! This is definitely attractive for judges, applicants and clients.

Where would you like to take the Pecka Award in the following years?

I wish the competition the same as I would wish to a pretty fifteen year-old girl – to be more and more beautiful and sexy! So that everybody looks at her and so that she is lovely and does not become silly!