ADAM GROSZ
ADAM GROSZ
Senior Copywriter & Creative Thinker
Senior Copywriter & Creative Thinker
My title is Copywriter. The rest is in the work.
The industry doesn't stand still, and neither do I. What's expected of a creative today looks nothing like it did ten years ago —
and that's not a problem to manage, it's a space to move in.
My work regularly extends into strategy and creative problem-solving — bringing these disciplines together is what turns complex challenges into clear, effective communication.
Ideas that connect. Strategies that hold.
I create ideas that people connect with, remember and talk about — for international and local brands, from Budapest. When a project is missing its strategic direction, I'm comfortable building that too. Whether working independently, leading a creative team or collaborating as part of one, I'm equally at home navigating complexity and turning it into clear, effective communication.
Over two decades across local and international network agencies. My work has earned recognition from a number of industry awards — but I'm most proud of the projects where human understanding, real creativity and meaningful ideas come together.
Some of the brands behind the briefs — Hungarian National Lottery, Vodafone, Telekom, Audi, Volkswagen, SEAT, McDonald's, Borsodi, ERSTE Bank, OTP Bank, MediaMarkt, Amnesty International.
Recognised by Golden Drum, US International Awards, Cresta, WINA, Muse, Hermes, Effie Hungary, Golden Blade and more.
WORK
EURO 2020
Role: Concept & Copy
The brief we had to sell first: convince a sports betting brand to run a campaign that never mentions sports betting. We built it around something simpler than fandom — the things fans and athletes share without ever having met. Their invisible connection. The same neighbourhood, the same language, the same flag. When they step onto the field in red, white and green, we're all on it. No odds. No promotions. Sales that summer broke previous records anyway.
Agency: Lounge Group, Budapest Client: Hungarian National Lottery Year: 2021
EURO 2020
Role: Concept & Copy
The brief we had to sell first: convince a sports betting brand to run a campaign that never mentions sports betting. We built it around something simpler than fandom — the things fans and athletes share without ever having met. Their invisible connection. The same neighbourhood, the same language, the same flag. When they step onto the field in red, white and green, we're all on it. No odds. No promotions. Sales that summer broke previous records anyway.
Agency: Lounge Group, Budapest Client: Hungarian National Lottery Year: 2021
EURO 2020
Role: Concept & Copy
The brief we had to sell first: convince a sports betting brand to run a campaign that never mentions sports betting. We built it around something simpler than fandom — the things fans and athletes share without ever having met. Their invisible connection. The same neighbourhood, the same language, the same flag. When they step onto the field in red, white and green, we're all on it. No odds. No promotions. Sales that summer broke previous records anyway.
Agency: Lounge Group, Budapest Client: Hungarian National Lottery Year: 2021
HUNGARIKUM
Role: Concept & Copy
National heritage for younger audiences. The obvious choice would have been a tasteful documentary. Yeah, we didn't do that. We gave Hungarikums a visual language that felt dynamic, contemporary and deliberately unexpected — moving through worlds, objects and stories in seamless transitions that blur space and time. Bold enough to stop a scroll. Proud enough to mean something. The bravest decision was trusting that those two things could coexist.
Agency: Lounge Group, Budapest Client: Committee for Hungarikums Year: 2021
HUNGARIKUM
Role: Concept & Copy
National heritage for younger audiences. The obvious choice would have been a tasteful documentary. Yeah, we didn't do that. We gave Hungarikums a visual language that felt dynamic, contemporary and deliberately unexpected — moving through worlds, objects and stories in seamless transitions that blur space and time. Bold enough to stop a scroll. Proud enough to mean something. The bravest decision was trusting that those two things could coexist.
Agency: Lounge Group, Budapest Client: Committee for Hungarikums Year: 2021
HUNGARIKUM
Role: Concept & Copy
Web design is the art and science of creating visually appealing and functional websites that provide seamless user experiences. By blending aesthetics, usability, and cutting-edge technology, web design shapes how individuals interact with digital spaces. It encompasses layout design, typography, color schemes, and responsive frameworks, ensuring websites look and perform flawlessly across devices. Whether for businesses, personal portfolios, or e-commerce platforms
Agency: Lounge Group, Budapest Client: Committee for Hungarikums Year: 2021
EUROJACKPOT
Role: Concept & Copy
The Eurojackpot jackpot isn't simply big — it's almost impossible to comprehend. And a win at this scale can change a person's life in ways that aren't always good. But how do you promote a product while creating awareness of the danger? By not ignoring it and building the campaign around it. A glimpse into the everyday life of a winner. The narration describes ordinary habits and rituals with effortless ease — while visually, everything plays out on an entirely different level. The contrast is the message. Our habits are what make us who we are. Don't let go of them, no matter how big you've won.
Agency: Lounge Group, Budapest Client: Hungarian National Lottery Year: 2022
EUROJACKPOT
Role: Concept & Copy
The Eurojackpot jackpot isn't simply big — it's almost impossible to comprehend. And a win at this scale can change a person's life in ways that aren't always good. But how do you promote a product while creating awareness of the danger? By not ignoring it and building the campaign around it. A glimpse into the everyday life of a winner. The narration describes ordinary habits and rituals with effortless ease — while visually, everything plays out on an entirely different level. The contrast is the message. Our habits are what make us who we are. Don't let go of them, no matter how big you've won.
Agency: Lounge Group, Budapest Client: Hungarian National Lottery Year: 2022
EUROJACKPOT
Role: Concept & Copy
The Eurojackpot jackpot isn't simply big — it's almost impossible to comprehend. And a win at this scale can change a person's life in ways that aren't always good. But how do you promote a product while creating awareness of the danger? By not ignoring it and building the campaign around it. A glimpse into the everyday life of a winner. The narration describes ordinary habits and rituals with effortless ease — while visually, everything plays out on an entirely different level. The contrast is the message. Our habits are what make us who we are. Don't let go of them, no matter how big you've won.
Agency: Lounge Group, Budapest Client: Hungarian National Lottery Year: 2022
EURO 2024
Role: Concept & Copy
A follow-up to the 2020 campaign — same slogan, deeper idea. We Belong Together. In Hungarian, it also means: we are alike, we are the same. This time the campaign acknowledged something athletes and everyday people share: hardship is universal. Overcoming it together is what makes a nation, not just a fanbase.
Agency: Lounge Group, Budapest Client: Hungarian National Lottery Year: 2024
EURO 2024
Role: Concept & Copy
A follow-up to the 2020 campaign — same slogan, deeper idea. We Belong Together. In Hungarian, it also means: we are alike, we are the same. This time the campaign acknowledged something athletes and everyday people share: hardship is universal. Overcoming it together is what makes a nation, not just a fanbase.
Agency: Lounge Group, Budapest Client: Hungarian National Lottery Year: 2024
EURO 2024
Role: Concept & Copy
A follow-up to the 2020 campaign — same slogan, deeper idea. We Belong Together. In Hungarian, it also means: we are alike, we are the same. This time the campaign acknowledged something athletes and everyday people share: hardship is universal. Overcoming it together is what makes a nation, not just a fanbase.
Agency: Lounge Group, Budapest Client: Hungarian National Lottery Year: 2024
WIPE BEFORE YOU SWIPE
Role: Concept & Copy — Proactive idea
The insight: people take their phones everywhere. Including the bathroom. The media placement: the bathroom. Posters where the message landed hardest. Branded wipe dispensers as the immediate solution. A campaign that was impossible to ignore, mostly because you were already sitting there. Viral reach. Organic engagement. Proof that the right awkward truth, in the right place, is hard to forget.
Agency: Team Red, Budapest Client: Vodafone Hungary Year: 2016
WIPE BEFORE YOU SWIPE
Role: Concept & Copy — Proactive idea
The insight: people take their phones everywhere. Including the bathroom. The media placement: the bathroom. Posters where the message landed hardest. Branded wipe dispensers as the immediate solution. A campaign that was impossible to ignore, mostly because you were already sitting there. Viral reach. Organic engagement. Proof that the right awkward truth, in the right place, is hard to forget.
Agency: Team Red, Budapest Client: Vodafone Hungary Year: 2016
WIPE BEFORE YOU SWIPE
Role: Concept & Copy — Proactive idea
The insight: people take their phones everywhere. Including the bathroom. The media placement: the bathroom. Posters where the message landed hardest. Branded wipe dispensers as the immediate solution. A campaign that was impossible to ignore, mostly because you were already sitting there. Viral reach. Organic engagement. Proof that the right awkward truth, in the right place, is hard to forget.
Agency: Team Red, Budapest Client: Vodafone Hungary Year: 2016
EVERYONE HAS A STORY
Role: Strategy, Concept & Copy
In 2015, most banks talked about products. We convinced Erste Bank to talk about people instead. No financial jargon. No tactical offers. Just the stories that bring someone to a bank in the first place — and a voice that actually sounded human. It shifted the perception of Erste from a large corporate institution to a bank that understands real life. At the time, that was a genuinely uncommon thing for a bank to do.
Agency: Team Red, Budapest Client: Erste Bank Hungary Year: 2015
EVERYONE HAS A STORY
Role: Strategy, Concept & Copy
In 2015, most banks talked about products. We convinced Erste Bank to talk about people instead. No financial jargon. No tactical offers. Just the stories that bring someone to a bank in the first place — and a voice that actually sounded human. It shifted the perception of Erste from a large corporate institution to a bank that understands real life. At the time, that was a genuinely uncommon thing for a bank to do.
Agency: Team Red, Budapest Client: Erste Bank Hungary Year: 2015
EVERYONE HAS A STORY
Role: Strategy, Concept & Copy
In 2015, most banks talked about products. We convinced Erste Bank to talk about people instead. No financial jargon. No tactical offers. Just the stories that bring someone to a bank in the first place — and a voice that actually sounded human. It shifted the perception of Erste from a large corporate institution to a bank that understands real life. At the time, that was a genuinely uncommon thing for a bank to do.
Agency: Team Red, Budapest Client: Erste Bank Hungary Year: 2015
CHEER FROM YOUR HEART
Role: Concept & Copy
The problem: Telekom wanted to be at the 2012 London Olympics. They had no sponsorship rights, no presence, no way in. For fans, watching from a distance while their athletes compete for glory is its own kind of helplessness. We turned that frustration into the idea — finding a way to transform the support of an entire country into something athletes could actually feel in the moment they needed it most.
Agency: DDB Budapest Client: Hungarian Telekom Year: 2012
CHEER FROM YOUR HEART
Role: Concept & Copy
The problem: Telekom wanted to be at the 2012 London Olympics. They had no sponsorship rights, no presence, no way in. For fans, watching from a distance while their athletes compete for glory is its own kind of helplessness. We turned that frustration into the idea — finding a way to transform the support of an entire country into something athletes could actually feel in the moment they needed it most.
Agency: DDB Budapest Client: Hungarian Telekom Year: 2012
CHEER FROM YOUR HEART
Role: Concept & Copy
The problem: Telekom wanted to be at the 2012 London Olympics. They had no sponsorship rights, no presence, no way in. For fans, watching from a distance while their athletes compete for glory is its own kind of helplessness. We turned that frustration into the idea — finding a way to transform the support of an entire country into something athletes could actually feel in the moment they needed it most.
Agency: DDB Budapest Client: Hungarian Telekom Year: 2012
