Barcelona ride: How a Czech duo conquered the European marketing scene

The Art Directors Club Europe (ADC*E) annually brings together the best marketing campaigns. One of its initiatives is the Greatness Challenge, which recognizes young talents in the marketing world. This year, Czech juniors Lukáš Novák and Ondřej Vošmera stood out, supported by NEWTON University, and took home a win from Barcelona as part of the Greatness Challenge. Explore their journey filled with success, challenges, and surprises.

The start of the journey to Barcelona

Lukáš works as a media strategist, and Ondřej is a creative and content creator. Together, they assist clients in digital marketing through their agency, VONO, and have recently teamed up at Sparkling & Still. In the summer, they caught the attention of Czech ADC, which offered them a chance to participate in the European campaign voting.

“We got an offer to be nominated by Czech ADC for ADCE, where we would join the jury alongside ADCE representatives,” Lukáš explained.

ADC*E representatives decide on the most successful projects. Each country can nominate two juniors who gain the opportunity to draw inspiration and participate in discussions about creative projects.

Betting on what they do best

Participating in the competition wasn’t free. The nomination required Ondřej and Lukáš to secure financial support as a condition of entry.

“Ondřej was on a 4,000-meter peak in Italy without signal when I called him to say we were going - but that we had to raise money for the trip,” Lukáš laughed. “We immediately started brainstorming who to approach, and NEWTON University came to mind because it got me to where I am today. Then, we just needed to create a campaign that combined our expertise - I handled the media, Ondřej managed the content.”

Instead of traditional crowdfunding, they leaned on their skills in media and content creation. Being part of NEWTON University also helped. “It wasn’t just a one-off event. Our collaboration with NEWTON includes lectures and promoting the whole experience. We shot a lot of videos and photos to show we’re part of NEWTON,” Ondřej added. Their campaign succeeded, and soon they were off to Barcelona.

“It was a total explosion of creativity that smacked us in the face”

Before arriving in Barcelona, they had to go through a preparatory phase, evaluating around 150 campaigns. At ADC*E, projects competed in several categories - Film & Audio, Print & Outdoor, Design, Brand Experience, and Innovation & Integration, the latter being the category Lukáš and Ondřej joined.

“We were split into groups of about ten, with art directors from across Europe and selected juniors. Our category featured incredibly creative projects, like my favorite - the KFC campaign that used the shape of a metro bend as a symbol of a chicken wing,” said Lukáš.

“We were surprised at how seriously they took us - we were full-fledged members of the jury. They asked us lots of questions and consulted us on creative projects. We were lucky. Since we were the youngest, we offered a more down-to-earth perspective on things like AI and innovation. We provided insights they hadn’t considered,” Ondřej commented.

The cherry on top

Their experience culminated in winning the Greatness Challenge. The video they submitted captured their entire journey to ADC*E. “Others had professional campaigns; we relied on authenticity, trends, and a bit of boldness - and it worked! When we heard ‘Czech Republic,’ we had a blackout. After seeing the polished videos from the other juniors, we didn’t expect to win. It was like our luxury cake got its cherry on top,” they recalled. Watch their successful video!

Recipe for success

When asked for advice to students, they said:

“Make the most of the time you have during your studies. There are two paths: First, take advantage of the opportunities NEWTON offers, whether through lecturers or events. Second, venture out into the world. For example, every April, there’s an open day at marketing agencies hosted by AKA, where you can arrange internships. Just go for it and use your time wisely - you can get wherever you want.”

Risk pays off

“Don’t be afraid to take risks. Use the school and the opportunities it offers, and actively pursue them. When else can you experiment, if not now, when you’re in your twenties? Be active, meet people, and look for mentors. During your time at NEWTON, aim to be the person offering jobs, not seeking them. The key is to gain experience during your studies so that when you graduate, you have options. And don’t forget to articulate what you want. Use the risk zone of being a student - you’re not stuck in a routine and have more freedom,” they agreed.

Barcelona showed them that dreams can become reality. Bold steps - whether catching a plane at the last minute or creating a vertical video - always pay off.

Watch Ondřej and Lukáš’s successful video or find inspiration from other young talents!