MIXX Awards Europe, the European competition recognising creativity, innovation and effectiveness in digital advertising, held its fifteenth edition with an awards ceremony on 8 October at Felix Meritis in Amsterdam. The competition is organised by IAB Europe, the European association for digital advertising and marketing, and an international jury assesses entries based on strategy, creativity and results achieved. This year’s competition covered 24 categories, from digital out-of-home advertising, gaming and social media to retail media and the use of artificial intelligence.
Projects from Croatia and Serbia were among the winners. The Your Posture Is Your Future campaign, created for Croatia Poliklinika by Bruketa&, Go2Digital and Millenium promocija, won awards in all three categories in which it was a finalist. Entered under its international title, Your Posture Is Your Future, it won golds for Creative Data Storytelling and Driving Social Change, and bronze for DOOH / OOH.
In the campaign, a digital citylight served as a tool for checking posture. Passers-by could stand in front of the screen and immediately receive feedback on their posture. Instead of simply inviting them to book an examination, the advertisement allowed them to first recognise a problem through their own experience.
Alongside the project awards, Roberta Kranjec, Account Director at Bruketa&, won the Client Service of the Year award, while Maja Tucaković, Marketing Director at Croatia Poliklinika, received the Brand Representative of the Year award.
The individual award shortlists also included Davor Bruketa for Creative Director of the Year and Ivana Momčilović for Art Director of the Year. Bruketa&, Go2Digital and Millenium promocija were among the finalists for Creative Agency of the Year, with the title going to Mediaplus Germany.
The winning campaign from Serbia was I Taught Grandma, created by Ovation BBDO for NLB Komercijalna banka. It won bronze in the Marketing Effectiveness category.
The campaign invited grandchildren to help their grandparents use digital banking, drawing on a familiar family relationship to explain a specific banking service. It introduced pensioners to the option of accessing their pension through the bank’s digital channels one day before the official payment date.
This year’s Grand Prix went to FireCatchers, a project by Havas Play France for Sapeurs-Pompiers de France. The campaign transformed pre-stream waiting screens on Twitch into a wildfire detection network. The time audiences spend waiting for content to begin gained a new purpose: helping to spot fires. The project also won golds in Community-Built Campaigns and Driving Environmental Change, and silver in Gaming.
The Roblox Unbox, developed by Mediaplus Germany for PLAYMOBIL, won three golds in Branded Entertainment, Customer Experience and Gaming. The project also received silver for Platform-Native Social, while PLAYMOBIL was named Client of the Year.
