A sophisticated 360° anniversary campaign. I expanded the global platform by creating a high-profile literary competition, where participants submitted original stories inspired by Prague’s heritage. The campaign culminated in a winner’s journey to the heart of the brand’s history.

[ Leadership Responsibilities ]

Strategic Contest Architecture: Designed the nationwide storytelling competition and recruited a prestigious jury of three renowned authors to evaluate submissions, elevating the brand's cultural authority.

Jury & Talent Management: Led the collaboration with the celebrity jury, providing creative briefs and overseeing the final selection process to ensure the winning story aligned with the brand's "Expertly Brewed" values.

End-to-End Prize Orchestration: Managed the logistics and content strategy for the grand prize an exclusive trip to Prague. I directed the production of the winner's travel content to be used as high-engagement post-campaign material.

Media & Budget Collaboration: Worked with the Media Buying team to set budgets and KPIs, specifically focusing on the promotion of the contest and the reveal of the winners.

Stakeholder Management: Presented the contest framework and jury selection to the regional brand managers, ensuring all elements complied with global corporate standards.

[ Hands-on Contribution ]

Editorial Oversight: Personally reviewed the top-tier story submissions and collaborated with the jury on the final editorial polish.

Visual & UX Design: Directed the art direction for the contest's digital landing page, ensuring a seamless and premium submission experience for users.

Content Scripting: Authored the scripts for the video announcements featuring the jury and the winner's trip highlights.