SYSTEM SHO(P)K

Creative idea

The campaign repurposed the Czechs' obsession with e-commerce to translate complex healthcare cost structures into familiar retail terms. Using VZP's vast financial data, the campaign presented prices for healthcare products and services in common retail terms and created a transparent e-commerce experience for browsing, carting, and check-out. This creative idea was designed to earn the target audience's attention by using a format that was familiar and accessible to them. : The objectives were to generate a national conversation about healthcare costs, to change public perceptions about the 'free' healthcare system, and to encourage responsible behavior when accessing the system.

Brand name: VZP
Advertiser / client: GENERAL HEALTH INSURANCE COMPANY OF THE CZECH REPUBLIC
Product / service: Health Insurance
Campaign name: SYSTEM SHO(P)K
Agency network: MCCANN WORLDGROUP
Agency: McCann Prague
Media agency: REMMARK
Production company: Procoma
Web address: https://www.systemshop.cz/
Executive creative director: Leonard Savage
Art director: Robert Houzar
Copywriter: Jaroslav Schovanec
Designer: Jiří Horut
Account director (agency): Jan Antonů, Peter Hermann
Managing director: Jan Binar
Strategic planner / strategist: Ondřej Rudolf
Additional company: UX Design: Antonín Kůs / Edvard Vajgl Graphic Design: Zdeněk Hejda Account Manager: Veronika Kovalčíková