DRUGS ARE SHORTCUTS - Meth

Creative idea

Over 10 % of Czech population are problematic users of illegal or prescripted drugs. Problem is over half of Czechs admit lack of information. A a result number of drug caused car accidents is steadily increasing in the past 10 years. Thats why integrated campaign Shortcuts, based on the idea of drugs as shortcuts to instant solutions, wants to raise awareness about the risks of drugs. The core of educational part of campaign was a serie of immersive TV commercials focused on drug and drive hazard with a simple message 'Drugs are shortcut to the death seat.'

Brand name: Czech Insurance Association
Advertiser / client: Czech Insurance Association
Product / service: Czech Insurance Association
Campaign name: DRUGS ARE SHORTCUTS
Agency network: MCCANN WORLDGROUP
Agency: McCann Prague
Media agency: Knowlimits (Media Agency); Hero & Outlaw (PR Agency) / Renegadz (Branded Entertainment)
Additional company: Renegadz, Hero & Outlaw
Production company: Creative Embassy
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
Media director: Jan Suda; Media Specialist: Daniela Klapálková
Managing director: Ivo Půr / Antonín Milata
Pr director: Denisa Ladka Morgensteinová; PR Specialist: Noemi Krausová
Director: Juraj Janiš
Director of photography: Dušan Husár
Additional company: Casting: Maja Hamplová Account Manager: Bára Divíšková Creative Excellence Manager: Alice Reindlová Creative Director, CEE: Catalin Dobre