86% of Czech drivers speed. ČAP needed a public debate about a social taboo responsible for 40% of fatal car accidents. This campaign highlighted one of modern society's most relevant topics, time. This integrated study of time consisted of a PR stunt, TVC, radio, print, online, event, and a full-feature documentary that aired on national TV and became the first-ever branded content to be picked up by HBO. It achieved 1.2 million views in 2 months.