The National Urine Test
Creative idea
The campaign introduced a new model of communication: prevention guided by sewage data. Instead of scheduling media in advance, we predicted it. Twelve years of European Drug Agency wastewater results, combined with Czech research and police accident statistics, revealed when and where six drugs were most consumed and how this overlapped with accident risk. This innovation transformed urine metabolites into a media planning tool. Messages were not generic reminders but drug-specific warnings, delivered through geo-located social and digital OOH precisely at the peak moment of danger. It redefined engagement by making prevention data-driven, predictive, and personal.
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
