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Tipsport - f*ck luck

How do you win over the next generation of sports bettors when they can't even sit through a full match?

Ninety minutes of football is replaced by fifteen-second highlights, shitposts, and reaction memes. Instead of fighting for their attention on the pitch, we moved the bet off it.

The strategic idea: stop betting on the sport, start betting on your opinion. For Gen Z, the most opinionated, most confident generation yet, it doesn't matter where that opinion comes from: football IQ, hard stats, niche community, or preferred jersey aesthetics. What matters is that it's theirs. So while competitors still talk about luck, we tap into a Gen Z attitude and cheekily poke the competition while doing it.

Built for the 2026 World Cup, the campaign runs social-first across Meta, TikTok, YouTube, OOH, and Spotify, backed by a tribe-test microsite, limited drops, an influencer content house, and a festival partnership.

McDonald's - Cheese Saga

How do you use a yearly reoccurring product promo to deepen fan love?

A cheese LTO is barely something new in the IEO category. We turned it into a large-scale platform that lifted a product feature into an emotional layer, driving brand affinity and sales at once.

Instead of selling melt and stretch, we sold a feeling: relief from adulting. People are exhausted by grown-up life and longing for simpler times, the same way they start craving this burger months before it even arrives. We turned that anticipation into a happy moment: a carefree, kidhearted burst of joy. With Cheese Saga again in the menu: "Je čas radovat se jak malí. Sýrovka je tady." And jumping into a giant ball pit said it best.

McDonald's - chicken

Czechia loves KFC. That's not only an opinion, it's already a formed habit. 62% of McDonald's own most loyal customers went there monthly for chicken, and 18% didn't even know McDonald's sold chicken at all.

So, how do you make McDonald's known for its chicken when the only thing we'd ever raved about is the burgers?

We didn't ship one campaign to fix that. We hit it from multiple angles: McChicken for every group lunch, McCrispy as the next big thing, McNuggets sold on friendship, because there are things you can only say with the last nugget, Chicken Fest a full-on chicken celebration, Chicken Junior for the quickest occasions, and Chicken: Routine Breakers to interrupt the KFC habit loop directly.

McDonald's - planning beyond the campaigns

How do you win over a nation that always roots for the underdog, when you're McDonald's?

My job was bigger than good ads: rebuild trust from the ground up, and make sure every layer of marketing across Czechia, Slovakia, and Ukraine actually delivered on the Feel-Good promise, in a way that felt native to each market's own culture.

Localized positioning: we found the local shape of "feel-good" in pohoda. The way the Danish have hygge, we have pohoda. Not huge, not loud, just that little bubble of happy on a Friday drive to the chata, or a five-minute break with colleagues. My job was to earn McDonald's a place inside that moment, not to interrupt it.

Comms architecture: the business runs on dayparts, proteins, LTOs, franchisees, and a dozen other things nobody outside the building cares about. People care about TikToks to shoot, shows to binge, relationships to navigate. I built the bridge between the two and turned long-term ambition into comms pillars that meet their daily reality.

Immersion Road & Fan Truths: I traveled the region asking, observing, and writing down what fans actually love and do: their words, their behaviour, their rituals, their laughs. It became a Fan Truths book: a living library of customer insights that now feeds every campaign that follows.

České Dráhy - what if…

To understand why Czechs secretly love trains, I got on one and didn't get off for three days.

Designed a fully immersive research safari with production crew included: 72 hours living Czech rail reality alongside commuters, weekend travelers, and occasional passengers. One insight rose above the rest: there are a hundred reasons to hate trains, and everyone has exactly one reason that beats them all.

That single line became a reason to write a book, České Dráhy: What If…, a collection of research artifacts and small, specific appreciations of train travel. It also became the backbone of the pitch-winning campaign "Milujeme vlaky, zamilujte si je taky.", which retired the celebrity spokesperson in favor of real passengers with real stories.

Creative Dock - Můj Albert

Czechs love a discount more than they love butter (butter on sale might beat that).

So how do you get a nation of bargain hunters to choose the healthier option anyway?

My role: build, test, break, repeat. As part of Creative Dock's Můj Albert team, I ran the propositions through multiple live test groups with different hooks, different benefit structures, different creative framings to see which version of "Oplátí se jíst lépe" actually gained attention, before Albert bet the full rollout on it. Every MVP variant was a live experiment.

KINOKO - Signs of Life

How does a Karlín-based athleisure brand compete with the Kardashians?

It can't. And that's exactly the point. Most brands only get popular thanks to influencer budgets no local challenger could ever match. Athleisure sells one fantasy: flawless bodies in flawless light. Alo and Lululemon built empires on sex appeal, body perfection, and yoga princesses who never sweat wrong. Real women doing real things don't feel like that. They feel imperfect, and nobody in the category will admit it. So instead of chasing the performative clean girls, we picked a side: the women already on the mat, the real yoga gremlins.

Feels opportunity: women want to feel comfortable in their leggings yet feel imperfect the moment they step onto the yoga mat.

Feels proposition: KINOKO makes women feel unapologetically comfortable by celebrating the effort that life leaves on them.

Feels idea: "Signs of Life."