The National Urine Test
Creative idea
The campaign transformed hidden scientific data into public prevention. By analysing twelve years of European Drug Agency sewage data, enriched with Czech research and police accident statistics, we identified where and when six major drugs were most used and matched these peaks with accident risk. This predictive model became the foundation of our creative idea: data-led prevention tailored to each substance and location. We turned urine metabolites into actionable targeting, delivering drug-specific messages through geo-located social and digital OOH, appearing in real time at the point where people were most likely to decide whether to drive.
Brand name: Czech Insurance Association
Advertiser / client: Czech Insurance Association
Product / service: Czech Insurance Association
Campaign name: The National Urine Test
Agency network: MCCANN WORLDGROUP
Agency: McCANN Prague
Media agency: McCann Boost
Additional company: Hero & Outlaw, McCann Boost
Agency chief executive officer: Jan Binar
Chief creative officer: Leonard Savage
Executive creative director: Martin Svetlík
Creative director: Aleš Brichta , Vítězslav Štrobl
Art director: Milica Majstorovic, Lais Veloso
Copywriter: Michaela Pechanová, Michaela Brůhová
Designer: Motion Designer: Radek Král, Tomáš Matis
Account director (agency): Petr Malina
Media director: Jan Suda
Pr director: Hero & Outlaw: Ivo Půr | PR Manager: Denisa Ladka Morgensteinová | PR Specialist: Daniela Kalinová, Lucie Dosedělová
Additional company: Social Media Manager: Tomáš Tancer
Social Media Specialist: Linda Illesová
Media Specialist: Daniela Klapálková
PR & Communication Manager,Creative Excellence Manager: Dany Rotkovský
McCann Worldgroup:
Chief Creative Officer: Javier Campopiano (Global), Adrian Botan (Europe)
Creative Excellence Manager, Europe: Alice Reindlová
Global Creative Director, CEE: Catalin Dobre
Global Product Excellence Director: Carmen Bistrian
