The Dictionary of Stolen Words

Creative idea

In Slovakia, the line between truth and falsehood is becoming increasingly blurred. Politicians are weaponizing Slovak vocabulary in their campaigns against opponents. To discredit the opposition, they 'steal' words like 'fascist,' 'peace,' 'feminist,' and others, twisting their meanings to fit false narratives. To restore these words to their original meanings and preserve them for future generations, we created a unique publication – The Dictionary of Stolen Words. Our dictionary has been accepted into the largest bookshop chain in Slovakia, received approval from the State Institute of Linguistics, and is now even used as an educational tool to teach critical thinking.

Brand name: European Comission in Slovakia
Advertiser / client: European Comission in Slovakia
Product / service: fighting disinformatiom
Campaign name: The Dictionary of Stolen Words
Agency network: INDEPENDENT AGENCY
Agency: THIS IS LOCCO, Bratislava
Agency chief executive officer: Rasťo Bahurinský
Executive creative director: Juraj Kováč
Creative director: Juraj Kováč, Martin Polakovič
Art director: Michaela Močáryová, Klaudia Némethová
Copywriter: Martin Polakovič
Account director (agency): Patrícia Juríčková, Dominika Bobulová, Ivaničová
Film production: Hitchhiker Films
Director: Tomáš Rehorek