SHOWCASE

ADIKTS - Through Binge Watching to Prevention

Entry code: 1203007GD24
Agency: McCann Prague
Advertiser / client: Czech Insurance Association
Group: F. SPORTS, POP CULTURE & ART, Entertainment  

Creative idea

Over 40% of Czechs over the age of 15 have tried an illegal drug at least once. Half of young people admit lack of informations. Result? Drug consumption trippled in the recent years. As consumption of streaming services saw similar grow we decided to take advantage and turned binge watching into form of drug prevention. We created ADIKTS: an escapist fiction series about 5 addictology students. The goal of unique branded entertainment created for Czech televison streaming platform was to attract young adults to the topic, trigger a public discussion, and create a bridge to the following educational campaign Shortcuts.

Brand name: Czech Insurance Association
Advertiser / client: Czech Insurance Association
Product / service: Czech Insurance Association
Campaign name: DRUGS ARE SHORTCUTS - ADIKTS (TV SERIES)
Agency network: MCCANN WORLDGROUP
Agency: McCann Prague
Media agency: Hero & Outlaw (PR Agency) / Renegadz (Branded Entertainment)
Additional company: Renegadz, Hero & Outlaw
Production company: Shore Points
Web address: https://www.netflix.com/title/81781998
Agency chief executive officer: Jan Binar
Chief creative officer: Leonard Savage
Executive creative director: Martin Svetlík
Creative director: Vítězslav Štrobl, Aleš Brichta
Art director: Robert Houzar
Account director (agency): Michal Míka
Media director: Jan Suda; Media Specialist: Daniela Klapálková
Managing director: Ivo Půr / Antonín Milata
Pr director: Denisa Ladka Morgensteinová; PR Specialist: Noemi Krausová
Director: Adam Sedlák
Director of photography: Dušan Husár
Music: Oliver Torr
Agency producer: Jakub Jíra, Kryštof Zelenka
Additional company: Main media partner and co-producer: Czech Television Director General: Jan Souček Digital Services Department: Jan Maxa Creative Producer: Jakub Mahler PR: Johana Turner Casting: Maja Hamplová Social Media: Michal Vokoun Sound: Jakub Jurásek, Jan Šulcek Edited by: Šimon Hájek Head of Production: Helena Starcová Production: Magdalena Bejdáková Account Manager: Bára Divíšková Creative Excellence Manager: Alice Reindlová Creative Director, CEE: Catalin Dobre

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