With over 20 years' of experience with ATL, BTL and digital building of some of the biggest brands, executive creative director at McCann Prague, Filip Kukla, holds a strong focus on creativity and strategy. Here, he shares five of his most treasured creative projects to come out of Czech Republic in the last few months...
Post Bellum / Memory of Nations - 'It’s up to Us, How Our Heroes Live'
Agency: One of A Kind (OAK)
Czech republic is divided society in many ways. One of them is age. Elders are put aside without any attention. They became invisible, despite their heroic achievements most. Instead of giving them attention and learning from their examples, we worship made-up superheroes, while real hero live among us. Great film, directed by great Marek Partyš.
IKEA - 'Every Home Should Be a Safe Place'
Agency: Triad Advertising
It is great to see a brand which represents harmonic and comfortable homes to stand up against domestic violence. There is no better way to prove their own values. The closing titles says that 'domestic violence is real even if you can't see it'. 47% of women in the Czech Republic have experienced some form of domestic violence. It's a huge number, so it's super important to point it out, especially during this difficult time as we have lived closed in our homes.
Isadore Apparel - 'Cycling Struggle'
Agency: Isadore Internal
This piece is from Slovakia. As we were one country not so long ago, I have used this opportunity to put its work in the spotlight - especially for its fresh cinematography and international feel. Even more so with this one as they scored so well and reached people all around the world during the Tour de France.
Czech Philharmonic - 'Connection by Music'
Agency: Studio Najbrt
Director: Martin Krejčí
Production: Stillking Films
We all live surrounded by audiovisual smog. Too many messages are exploding around us everyday. The Czech philharmonic orchestra offers the opposite experience - it is the calming world of harmony where every note and tone has its place. To remind us of this, they prepared this beautiful spot, which celebrates their 125th anniversary.
Vodafone - 'GIGA Xmas'
Agency: McCann Prague
Christmas campaigns usually present romantic clichés about magic time and dreams coming true. But Vodafone is here for real people in real life. Everybody knows that in real life, Christmas is 90% of pain and 10% of magic. So Vodafone is here to help with both parts. This reality check also contributed to the cast of campaign, starring a non-traditional and 'incomplete' family presenting the authenticity of their Christmas, where Vodafone plays important part. The brand still continues this type of communication with the casting of real families in its new promo.