Turbokaddy — Cannes Lions Bronze 2023

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 a shopping buggy – a symbol of old age! The goal was to improve Kaufland’s brand image with Gen Z and Young Millennials through the theme of gaming while sensitively connecting with Kaufland’s largest buying group – seniors. Our solution was a partnership with Sinners, the best Czech esports team, who turned the shopping buggy into ‘TurboKaddy’ – a senior-inspired bag for gamers with the craziest and the most technologically advanced features.

CANNES LIONS 2023 BRONZE: Gaming, Social Behaviour & Cultural Insight

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Case Study

Agency: DDB Prague

Brand: Kaufland

Production: DDB Fame Factory

Chief Creative Officer: Dora Pruzincová

Creative Director: Ivan Soukup

Head of Art: Emil Nitkulinec

Senior Copywriter: Ondrej Kolek

Senior Art Director: Bedirhan Akcan

Designer: Iman Delic, Danila Shlenov, Krystof Henzl

Managing Director: Tomás Klesa

Project Manager: Ludmila Ruzicková

Producer: Ondrej Martinec, David Havel

Film Director, DOP: Krystof Jankovec, Michal Budínský, Faraz Alam

Photographer: Pavel Hejný

Sound Designer: Ondřej Dvořák

Video Editor: Evzen Zalevsky, Pello Seron

Product Design: Simon Brabec

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