Kaufland × Czech Ice Hockey
Following the development of the Smart Household communication platform, the next natural step was to extend its universe into new campaign formats.
One of these projects was a series of television sponsorship commercials supporting Kaufland’s partnership with Czech Ice Hockey. Rather than creating a conventional sports campaign, the objective was to preserve the distinctive personality of the brand while seamlessly integrating hockey into the everyday world of the Smart Household.
The concept combined ordinary family life with unexpected appearances by professional hockey players, treating them as if they naturally belonged inside the home. The result was a series of short films built around subtle visual storytelling and intelligent humour, allowing the sponsorship message to feel like a genuine extension of the existing brand platform rather than a standalone campaign.
As Senior Art Director & Idea Maker, I contributed to the creative concept, visual direction and the development of a communication system that successfully connected sports sponsorship with an already established brand world. The project demonstrated how a strong creative platform can evolve across multiple formats while maintaining a consistent identity.