SPRING PR and Flash’s “Flash 3.0” Campaign is the Silver Winner at the Davos Communications Awards
The Armenian delegation achieved a significant milestone at the prestigious Davos Communications Awards 2026, held by the World Communications Forum Association (WCFA) in the Swiss Alps. The joint campaign by SPRING PR and “Flash” LLC, titled “Flash 3.0: New Format, New Energy, New Opportunities,” won the Silver Award in the most competitive “Best Public Relations Campaign” category.
The international jury highly praised the Armenian campaign’s strategic approach, which successfully combined soft, creative, and impactful communication within an industry traditionally characterized by lower communication activity.
Maxim Behar, President of the World Communications Forum Association (WCFA), noted: “Armenia’s growing role in the international communications industry is truly impressive. Over the years, we at the World Communications Forum Association have seen increasing creativity, professionalism, and ambition coming from the country, and SPRING PR is a wonderful example of this positive development. As an active corporate member of WCFA, SPRING PR brings energy, fresh ideas, and genuine passion to our global community, while campaigns like ‘Flash 3.0’ show that Armenian companies are creating work that deserves international recognition and attention.”
In 2025, marking its 30th anniversary, Flash announced the launch of the Flash 3.0 concept, which defines the company’s evolution: 1.0 as the beginning, 2.0 as development and expansion, and 3.0 representing new opportunities, modern approaches, and services personalized for the demands of today’s consumers.
“This award proves once again that the creative campaigns generated in Armenia are competitive on the highest international platforms. ‘Flash 3.0’ is more than just a campaign; it is a story of decades of trust and transformation. Winning silver in Davos is a testament to the effective collaboration between our team and Flash, a partnership that harmoniously blends technological solutions with human values,” said Tatevik Simonyan, Co-founder of SPRING PR Company.
Founded in 1995 during the country’s most challenging socio-economic conditions, Flash has evolved from a simple fuel supplier into a comprehensive roadside infrastructure ecosystem, featuring Express Shop convenience stores and Express Charge electric vehicle charging stations.
“Our company’s 30-year history began in difficult times with a vision to be useful to our country. ‘Flash 3.0’ is our new beginning, where we present ourselves as more energetic and innovative. This international recognition is particularly encouraging now, as we prepare to introduce entirely new and exclusive concepts for our filling stations throughout Armenia,” said Sanasar Beglaryan, General Director of Flash LLC.
The campaign, implemented throughout 2025, included communications regarding the company’s rebranding with new shades of purple, large-scale events, and the launch of the innovative Flash Mobile app. A key factor in the campaign’s success was its creative approach, including influencer collaborations and the creation of a signature “purple sauce” for the branded hot dogs (hotsters), which helped Flash resonate with a younger audience (Gen Z).
About the Davos Communications Summit
On April 23-24, the Davos Communications Summit brought together communication leaders, experts, and Gen Z representatives from over 25 countries across Europe, North America, Asia, and Africa. They discussed industry challenges, including artificial intelligence, crisis management, ethics, and leadership. The core message of the summit was clear: in an era shaped by AI and rapid information flow, trust, authenticity and human insight – not technology alone – will define the future of communication.
