The National Urine Test
Creative idea
The Czech Insurance Association, a non-profit sector association, set out to reduce drug-driving accidents as part of its prevention and public education mission. Most campaigns warn about “drugs” in general, but each substance is used differently and affects driving in unique ways. We built the idea on sewage water analysis: twelve years of European Drug Agency data, enriched with Czech research and police accident statistics. This revealed consumption peaks across cities in Czechia. Based on this, we created drug- and location-specific assets tailored to local usage patterns, delivered via geo-targeted social and digital OOH exactly when risk was highest.
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
