As a long-term partner of Czech hockey, Kaufland was looking for a way to offer fans more than a traditional branding campaign. VML responded with a concept that transformed digital screens in Prague’s metro system into a live medium reacting to events on the ice in real time.
The campaign started with a static key visual featuring two hockey fans – a grandfather and his grandson. Using AI, the agency then created a series of animated reactions that automatically changed according to the course of each game. The characters celebrated Czech goals, showed disappointment when the opposing team scored, and continuously cheered throughout the match. As a result, the digital out-of-home screens displayed not only the current score but also brought the emotions of hockey fans into the streets.
The creative evolved throughout the day. Outside match times, it invited people to upcoming games. During matches, it displayed the live score alongside the characters’ reactions. After the final whistle, it automatically switched to creatives reflecting the outcome of the game. From the quarter-final stage onwards, the communication was further enhanced with a dynamically updated tournament bracket.
The campaign ran from May 15 to May 31 on digital screens across Prague’s metro network. The communication was also supported by TV commercials built around the same creative concept.
With this project, VML demonstrated that out-of-home advertising does not have to be static. It can respond to real-world events just as quickly as the game itself.
Campaign Credits
Client: Kaufland
Agency: VML
Creative Director: Štěpán Kouba
Copywriter: Nina Urminská
Art Director: Michal Průcha
Account Management: Kateřina Pipková
Production & Development: Josef Jeníček, Martin Formánek
