The National Urine Test
Creative idea
The campaign uncovered audience insights hidden in sewage. Twelve years of European Drug Agency wastewater data, enriched with Czech research and police accident statistics, revealed when and where six drugs were most consumed and how this overlapped with accident risk. This insight shifted prevention from broad awareness to predictive media planning. Instead of demographics, we understood audiences by their real behaviour — in time and place. Based on this, we created drug-specific assets and served them through geo-located social and digital OOH exactly when people were most likely to drive on drugs.
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
