Closer than you think - Knedlik/Knödel

Creative idea

People who want to spend a weekend in a European city are more likely to fly than to travel by train. Our task was to change their mind. The campaign is built on the idea that we are closer to our foreign neighbours than one would think. To dramatize the closeness to Vienna, we use typical Czech words borrowed from German language and compare them with the originals. We selected travel&enjoyment relevant words such as: to travel, a dumpling and a cake. Obviously, they look similar, sound similar and have the same meaning as their original counterparts.

Brand name: Czech railways
Advertiser / client: Czech railways
Product / service: Transport, travel
Campaign name: Closer than you think
Agency network: HAVAS
Agency: Havas Prague
Additional company: Dream studios
Creative director: Petr Cech, Jakub Kolarik
Art director: Jakub Kolarik, Pavel Slovacek
Copywriter: Petr Cech, Zdenek Buchtela
Account director (agency): Lenka Berankova
Client account director: Zuzana Cechova
Agency producer: Tereza Letfusova