Shortcuts was a culture-driven campaign against drug-driving. Based on the insight that drugs are shortcuts that quickly turn into dead ends, it launched with the TV series Adikts, later picked up by Netflix, followed by a 6-part documentary & animated mini-shows. Using sewage data, we targeted OOH and social at drug hotspots. The campaign reached 7.4M Czechs with 72 % recall, generated 32M PR reach, €2.3M earned media and reduced drug-driving accidents by 36%.
Shortcuts
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Integrated & Innovation
Integrated Campaigns for Commercial Brands
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Czech Insurance Association
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