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TURBOKADDY

How we made Kaufland cool by turning the symbol of seniors into the hottest gaming accessory.

When shopping for groceries, young Czechs never consider Kaufland because they perceive it as a supermarket for "old people". To them, shopping at Kaufland is as uncool as carrying around a shopping caddy. To change that perception, we partnered Kaufland with SINNERS, the best esports team in the country, and turned shopping caddy into TurboKaddy – a revolutionary MEMErch for gamers inspired by seniors. What followed was a hell of a viral ride.

Cannes Lions - Gaming, Social Behaviour & Cultural Insight - Bronze

Cannes Lions - Gaming, Community - Shortlisted

ADC Czech Awards - Social: Community Activation- Grand Prix

ADC Czech Awards - Social: Community Activation - Gold

ADC Czech Awards - Gaming - Gold

ADC Czech Awards - Brand Partnership - Gold

ADC Czech Awards - Campaign Integrated - Silver

ADC Czech Awards - Social: Influencer Talent - Shortlisted

  • ART DIRECTION
  • Client: Kaufland
  • Agency: DDB FTW Worldwide
  • Team: CCO: Dora Pružincová, CD: Ivan Soukup, Head of Art: Emil Nitkulinec, CW: Ondřej Kolek, AD: Bedirhan Akcan, Junior Designers: Kryštof Henzl, Danila Shlenov, Director: Kryštof Jankovec, Photographer: Pavel Hejný, Product Design: Šimon Brabec, Braasi Industry
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