“An event’s value isn’t measured by its size, but by how cleverly it connects brand message and user experience.”

With this powerful statement, the jury of the prestigious FLASH Awards recognized the ACG-organized VELUX Missing Pieces event as the category winner for Best B2C Event up to 1,000 attendees. This award is remarkable not only because our intimate event for 30 key influencers and journalists stood out among many large, high-budget events, but also because it proved that true impact lies in smart brand-user connection, not size.

The FLASH jury praised the event as a “clever, impactful event”.

At the core of the event and campaign was the “Missing Pieces” umbrella message, highlighting the importance of details such as heat-protection products for VELUX roof windows. Inspired by the Hungarian folk tale The Salt, invitations were sent in two parts – with key information intentionally missing. Guests at the elegant dinner experienced incomplete dishes, missing cushions, and displaced decor, symbolizing missing details. Once noticed, the gaps were filled, showing how small elements like heat-protection accessories complete the comfort puzzle.

This event was part of a nine-country communication strategy led by ACG across the Central and Eastern European region, reaching over 34 million people.

Winning the FLASH Award highlights the power of creativity, proving small-scale events can achieve great success. We are proud to have brought this concept to life so meaningfully.

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