Weapons, reimagined

Creative idea

The aim was to raise awareness of youth radicalisation in Slovakia driven by toxic online content, while promoting beznastrah.online, a platform focused on the responsible use of communication technologies. We used the metaphor of the smartphone as a dangerous weapon—a device that can be used for violence, harm, and trigger unprecedented danger. To reinforce this idea, we created a museum exhibit placing a smartphone among real historical weapons. Also thanks to a lecture by popular Slovak influencer Sandra Sviteková (@dejepisinak), we reached our target audience with this message in a place where they would never expect it.

Brand name: Orange Slovakia
Advertiser / client: Orange Slovakia
Product / service: beznastrah.online
Campaign name: Weapons, reimagined
Agency network: INDEPENDENT AGENCY
Agency: MADE BY VACULIK, BRATISLAVA
Additional company: MADE BY VACULIK, s.r.o.
Production company: MADE BY VACULIK
Web address: https://www.beznastrah.online
Agency chief executive officer: Alexandra Martináková
Chief creative officer: Milan Bielik
Executive creative director: Ivana Polohová
Creative director: Ivana Polohová
Art director: Eduard Drexler
Copywriter: Ivana Polohová, Juraj Chmel
Account director (agency): Michala Zezulová
Additional company: Account director: Linda Kadlicová Social media manager: Kristína Kačániová, Stella Vojčiňák