Lux Express won a Golden Egg in the influencer marketing category

09.03.2026

Lux Express brought home a win from Estonia’s most legendary creativity festival, Kuldmuna. At the awards gala held on March 6, the company received a Kuldmuna in the Influencer Marketing category for the project “Bus Drivers as Next-Level Influencers: Impact on Business and Young People.”

A total of 1,030 works were submitted this year to The Golden Egg Awards (Kuldmuna), Estonia’s most legendary creativity festival, from which the jury selected 452 entries that made it to the shortlist. Lux Express already had reason to celebrate before the final evening – the company’s campaign related to the launch of Lux Express Superior made it to the Kuldmuna 2026 marketing awards shortlist in three categories.

Lux Express was nominated in the following categories:

  • Corporate Communications (with Agenda PR)

  • Influencer Marketing (Lux Express)

  • Print Advertising (with TANK)

At the awards gala held on March 6, Lux Express won a Golden Egg (Kuldmuna) award in the Influencer Marketing category with the project “Bus Drivers as Next-Level Influencers: Impact on Business and Young People.”

 

Photo: The Golden Egg Awards 2026 Gala

 

The Golden Egg (Kuldmuna) actually belongs to all the Lux Express bus drivers who took part in the Lux Express TikTok channel in 2025 and had the courage to show their personalities – Külli Laas, Marja-Liisa Kasemaa, Laura Koemets, Toomas Raid, Mehis Kasemaa, Merike Remmel, and Jüri Noorsalu.

Special thanks also go to the bus drivers who met fans in Tartu at the Lux Express Superior launch event autograph session – Aivar Rea, Alar Kattai, Hanno Liier, and Triin Hein.

An important contribution to this project also came from our partner Exela Media, with whom we create the much-loved short videos for the Lux Express TikTok channel. Through this collaboration, bus drivers have emerged as genuine social media stars.

The Golden Egg Awards competition has been held 28 times. The competition first emerged in the 1990s, when the Estonian Association of Advertising Agencies wanted to highlight talented creative teams and individuals whose goal was to push the boundaries of the local advertising and marketing industry.

Today, The Golden Egg Awards (Kuldmuna), organized by TULI (Estonian Association of Marketing Communication Agencies), is Estonia’s oldest and most prestigious advertising competition, and its awards carry real weight in the eyes of the public, clients, and competitors alike.

See all the finalists HERE.