Weapons, reimagined

Creative idea

The goal was to raise awareness of youth radicalisation in Slovakia driven by toxic online content and highlight beznastrah.online, a platform dedicated to the responsible use of communication technologies. We used the metaphor of the smartphone as a dangerous weapon capable of triggering violence and harm. Therefore, we created a museum exhibit placing a smartphone among real historical weapons and invited unsuspecting high school students for a special history lesson. We partnered with popular influencer Sandra from @dejepisinak, who used historical context to deliver a crucial message, framing the smartphone as a modern weapon loaded with toxic content.

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
Strategic planner / strategist: Michaela Martonová
Additional company: Account manager: Linda Kadlicová Social media manager: Kristína Kačániová, Stella Vojčiňák