13 minutes

Creative idea

Czech Insurance Association needed to create public debate about speeding. A cultural problem that is being admitted by 86 % of Czech drivers… a problem nobody wants to speak about. We’ve created a campaign whose centre was a full-featured documentary called 13 MINUTES. Week before the campaign, in order to trigger discussion, we’ve orchestrated a PR stunt with stunts and traffic experts. Two shocking videos (one from a car passenger, second from truck’s dash camera) released subsequently on social media, showed an accident of baby-carriage being hit by a car under opposite truck. An accident that could be avoided if both vehicles went correct speed.

Brand name: Czech Insurance Association
Advertiser / client: Czech Insurance Association
Product / service: Czech Insurance Association
Campaign name: 13 minutes
Agency network: MCCANN WORLDGROUP
Agency: McCann Prague
Additional company: Hero & Outlaw, Renegadz
Production company: HYPERMARKETFILM (documentary) / Creative Embassy (TVC)
Web address: https://www.13minut.cz/
Executive creative director: Leonard Savage
Creative director: Aleš Brichta
Art director: Vítězslav Štrobl
Copywriter: Hana Studeničová
Designer: Jiří Horut (Motion)
Account director (agency): Michal Míka
Media director: Jan Suda
Strategic planner / strategist: Jaroslav Malina
Pr director: Ivo Půr (Hero&Outlaw)
Photographer: Patrik Klema
Film production: HYPERMARKETFILM (documentary) / Creative Embassy (TVC)
Director: Vít Klusák (documentary) / Juraj Janiš (TVC)
Director of photography: Dušan Husár (TVC)
Music: Barbora Poláková + Kato
Agency producer: Jitka Baldwin, Jan Šoupa, Dagmar Flimmelová
Post production: RUR
Digital strategist: Social Media Director: David Bárta
Digital creative: Kryštof Mácha
Event production: Jana Myslivcová
Additional company: Account Manager: Bára Divíšková Social Media Manager: Klára Chalupecká, Monika Šindelářová Web architect: Tomáš Kysel PR Manager: Lucie Grošaftová Influencers: Renegadz Talent Manager: Antonín Milata, Tereza Počtová Producer TVC: Václav Sládek, Matouš Heger Producer Documentary: Pavla Klimešová Creative Excellence Manager: Alice Reindlová Creative Excellence Manager Europe: Carmen Bistrian CEE Creative Director: Catalin Dobre