ADIKTS - Through Binge Watching to Prevention
Creative idea
Over 40% of Czechs over the age of 15 have tried an illegal drug at least once. Half of young people admit lack of information. Result? Drug consumption has tripled in recent years. As consumption of streaming services saw similar growth, we decided to take advantage and turned binge-watching into a form of drug prevention. We created ADIKTS: an escapist fiction series about 5 addictology students. The goal of unique branded entertainment created for the Czech television streaming platform was to attract young adults to the topic, trigger a public discussion, and create a bridge to the following educational campaign Shortcuts.
Brand name: Czech Insurance Association
Advertiser / client: Czech Insurance Association
Product / service: Czech Insurance Association
Campaign name: DRUGS ARE SHORTCUTS - ADIKTS (TV SERIES)
Agency network: MCCANN WORLDGROUP
Agency: McCann Prague
Media agency: Hero & Outlaw (PR Agency) / Renegadz (Branded Entertainment)
Additional company: Renegadz, Hero & Outlaw
Production company: Shore Points
Web address: https://www.drogyjsouzkratky.cz/
Agency chief executive officer: Jan Binar
Chief creative officer: Leonard Savage
Executive creative director: Martin Svetlík
Creative director: Vítězslav Štrobl, Aleš Brichta
Art director: Robert Houzar
Account director (agency): Michal Míka, Petr Malina
Media director: Jan Suda; Media Specialist: Daniela Klapálková
Managing director: Ivo Půr / Antonín Milata
Pr director: Denisa Ladka Morgensteinová; PR Specialist: Noemi Krausová
Director: Adam Sedlák
Director of photography: Dušan Husár
Music: Oliver Torr
Agency producer: Jakub Jíra, Kryštof Zelenka
Additional company: Main media partner and co-producer: Czech Television
Director General: Jan Souček
Digital Services Department: Jan Maxa
Creative Producer: Jakub Mahler
PR: Johana Turner
Casting: Maja Hamplová
Social Media: Michal Vokoun
Sound: Jakub Jurásek, Jan Šulcek
Edited by: Šimon Hájek
Head of Production: Helena Starcová
Production: Magdalena Bejdáková
Account Manager: Bára Divíšková
Creative Excellence Manager: Alice Reindlová
Creative Director, CEE: Catalin Dobre
