Karlovy Vary International Film Festival (KVIFF) | Karlovy Vary, Czech Republic
Founded in 1946, the Karlovy Vary International Film Festival is one of the oldest and most prestigious A-list film festivals in the world, alongside Cannes, Berlin, and Venice. Held annually, KVIFF attracts tens of thousands of visitors, hundreds of filmmakers, and international stars, while transforming Karlovy Vary into a cultural and lifestyle hub for nine days each summer.
Orlen has been a long-term partner of KVIFF, using the festival as a platform to connect culture, lifestyle, and brand experience - beyond traditional sponsorship visibility.
2021 - Entry Point: Stop Cafe Activation
Role & FocusI joined the KVIFF project in 2021, supporting Stop Cafe branding and social media communication from the festival zone.
Execution
The Stop Cafe activation featured:
A food truck serving festival visitors
A playful Wishing Tree activation - customers purchasing at the food truck could select a cap from the tree and receive branded merchandise as a surprise
This mechanic added emotional value to a simple hospitality experience and encouraged sharing on social media.
2022 - Full Ownership & Concept Expansion
Task
In 2022, I took full responsibility for the KVIFF project - from concept ideation and media planning to on-site execution.
The objective was to:
Elevate Orlen’s presence beyond food service
Create stronger cultural relevance tied to film
Increase dwell time and engagement in the Orlen zone
Execution
While Stop Cafe remained the foundation, the zone was significantly expanded with Orlen brand activations.
Key elements included:
Film-inspired exhibitions, including iconic movie cars
Animation and engagement program designed to extend visitor time in the zone
A curated Orlen Ambassador Program, showcasing what Orlen actively supports across culture and sport
A standout moment was the concert by Orlen’s jazz ambassador Jan Smigmator, which attracted twice as many attendees as anticipated, confirming strong audience appetite for cultural programming within the zone.
2023 - Scaling the Concept: “Summer Tour”
Task
Following the success of 2022, the concept was further developed and rebranded as Orlen Summer Tour - a scalable format designed to live beyond KVIFF and travel to other major events such as Colours of Ostrava and NATO Days.
Execution
The 2023 edition introduced two complementary zones, addressing different audience needs:
Orlen Stop Cafe Zone
A welcoming hospitality space focused on food and beverages, serving as a social hub where festival-goers could relax, recharge, and naturally engage with the brand.
Orlen Fun & Music Experience Zone
An interactive area connecting Orlen products with creativity and sound - exploring how liquid resonates with music through installations and thematic experiences.
The ambassador and partner program was further expanded:
Live concerts by Jan Smigmator
Nachtigall Artists performing iconic movie songs
Popular Czech band Mirai
Brand collaborations with Instax, Alfa Romeo F1 Team, and Prima TV, which broadcast its lifestyle show Showtime live from the Orlen zone
Growth, Leadership & Impact
Under my supervision, the Orlen zone:
Expanded year-on-year in size, scope, and ambition
Evolved from a single food truck into a multi-layered cultural destination
Became a proven, scalable format supported by a dedicated media campaign, also led by me
Results
Year-on-year growth in time spent by visitors in the Orlen zone
Significant increase in brand awareness of Orlen as a key KVIFF partner
Consistent growth in Stop Cafe sales each year
Strong audience turnout for concerts and cultural programming
Successful creation of a reusable Summer Tour concept across multiple flagship events
The KVIFF partnership stands as a prime example of how long-term sponsorship can evolve into a strategic brand platform. Through creativity, cultural relevance, and continuous innovation, Orlen’s presence at KVIFF grew from a single activation into a defining festival experience - and a blueprint for future event formats.
