SYSTEM SHO(P)K

Creative idea

The insight was that the Czechs have the highest per capita e-shop usage in Europe and access nearly every product or service through e-shops except for healthcare. By leveraging this insight, the campaign aimed to create a conversation about healthcare costs and encourage responsible behavior when accessing the system. The objectives were to generate a national conversation about healthcare costs, to change public perceptions about the 'free' healthcare system, and to encourage responsible behavior when accessing the system.

Brand name: VZP
Advertiser / client: GENERAL HEALTH INSURANCE COMPANY OF THE CZECH REPUBLIC
Product / service: Health Insurance
Campaign name: SYSTEM SHO(P)K
Agency network: MCCANN WORLDGROUP
Agency: McCann Prague
Media agency: REMMARK
Production company: Procoma
Web address: https://www.systemshop.cz/
Executive creative director: Leonard Savage
Art director: Robert Houzar
Copywriter: Jaroslav Schovanec
Designer: Jiří Horut
Account director (agency): Jan Antonů, Peter Hermann
Managing director: Jan Binar
Strategic planner / strategist: Ondřej Rudolf
Additional company: UX Design: Antonín Kůs / Edvard Vajgl Graphic Design: Zdeněk Hejda Account Manager: Veronika Kovalčíková