The president of this year’s eight-member jury, Iva Đurković, emphasized that among the 63 submitted projects, many exceptionally high-quality campaigns stood out, making the selection particularly demanding. Their ability to go beyond mere information delivery and use communication as a tool for influence and change required in-depth discussions that enabled the jury to choose the final winners.
“Campaigns are at their best when they use the true power of communication. Not only to inform, but to inspire, engage and encourage people to change their attitudes and behavior, and to act accordingly. When this is applied for a good cause, it is possible to create change that can be both seen and felt,” the jury members commented on their decision.
A campaign that triggered historic legal changes
The goal was to break the apathy toward anti-femicide petitions, which in one year had stalled at 5,000 signatures (in Bosnia and Herzegovina), and to encourage legal change. Bingo, the largest domestic company in Bosnia, where two-thirds of employees are women, temporarily closed more than 230 stores to turn customers into activists, collect more than 100,000 signatures, and help ensure that parliament recognizes femicide in law.
They wanted to turn the largest domestic company and national retailer in Bosnia into a protest machine. Instead of offering discounts on March 8, Bingo temporarily suspended operations across the country and turned more than 230 stores into petition-signing stands. The public-relations strategy was based on strong symbolism: silence instead of promotion. Owned channels, employees, stores, everyday customers, were the primary media, while amplification happened organically through media outlets, NGOs, influencers, and football clubs. This approach challenged communication norms and positioned the retailer as a driving force of civic protest. By transforming retail into activism, public relations turned public apathy into collective action and achieved historic legal changes.
“In this region, there is a very real and serious problem that each of our countries faces. Among numerous excellent and very successful campaigns, one stands out through its clear strategy, great effort, and bold execution. This campaign inspired social change and delivered a real, tangible result in the legislative amendments that followed,” added the jury members.
Sempler Award Winners 2025
Grand Sempler for the Best Media Strategy of the Year
It’s time to stop!
Advertiser: Bingo Group
Advertising agency: Via Media
Media agency: Via Media
Production house: Via Media
Golden Sempler in the category Strategic Use of Media Mix
MASTERCHEF partnership
Advertiser: Spar Slovenija
Advertising agency: AV STUDIO D.O.O.
Production house: Sloboda d.o.o.
Golden Sempler in the category Innovative Use of Media / Media Format or Communication Channel
Sounds Like Slovenia
Advertiser: Slovenian Tourist Board
Media agency: Pristop Media d.o.o.
Advertising agency: Pristop Media d.o.o.
Production house: Pristop Media d.o.o.
Golden Sempler in the category Best Targeted Action
Moja veza
Advertiser: Hrvatski Telekom d.d.
Media agency: 404
Advertising agency: Imago Ogilvy
Production house: Riba ribi grize rep
Golden Sempler in the category Best Experience Action
Moja veza
Advertiser: Hrvatski Telekom d.d.
Media agency: 404
Advertising agency: Imago Ogilvy
Production house: Riba ribi grize rep
Golden Sempler in the category Best Use of Digital Environment
Cupra CrashTextAuto
Advertiser: Seat
Advertising agency: Futura DDB d.o.o. and DDB Germany
Golden Sempler in the category Best Social Media Action
A CRY FOR HYDRATION
Advertiser: Studenac d.o.o.
Media agency: Imago Ogilvy
Advertising agency: Imago Ogilvy
Production house: Riba ribi grize rep
Golden Sempler in the category Best Use of Mobile Environment
The pl[AI]ful plush friend
Advertiser: Atlantic Grupa
Media agency: Pro Media Group
Advertising agency: Luna \TBWA
Production house: BrainyLab
Golden Sempler in the category Best Use of Data
Does Risk Live at Your Home Address?
Advertiser: Zavarovalnica Triglav / Triglav Group
Media agency: Media Publikum d.o.o.
Advertising agency: Herman & partnerji d.o.o.
Golden Sempler in the category Best PR Strategy or Promotion
It’s time to stop!
Advertiser: Bingo Group
Advertising agency: Via Media
Media agency: Via Media
Production house: Via Media
Golden Sempler in the category Best Technological Approach
Take a break, stay awake
Advertiser: INA-Industrija nafte, d.d.
Media agency: dentsu Croatia d.o.o.
Advertising agency: ImagoOgilvy
Production house: ImagoOgilvy & Robson-Media d.o.o.
Golden Sempler in the category Best Use of Influencer Marketing
Donat: Closed profiles
Advertiser: Atlantic Grupa
Advertising agency: Luna \TBWA
