B: 1. Social: Community activation
#TogetherForCleanTrains, Czech Railways
Czech Railways spend 10s of Mio of CZK/year on the removal of graffiti. Passengers aren't happy about doodles either. Graffiti is a social issue, so we've leveraged the power of SOME. We selected the worst creations, awarded "winners" with title ScribbleOfTheWeek, and added an artistic critique of the work, which none of the authors would want to put in frame. Campaign started to live a life of its own, triggered a wave of reactions, commendations&parodies,+gained 10s of thousands of reactions.
| Entrant: | Havas Worldwide Prague a.s. |
|---|---|
| Agency: | Havas Prague |
| Advertiser: | České dráhy |
| Brand: | České dráhy |
| Creative Director | Petr Čech |
| Creative Director | Jakub Kolařík |
| Art Director | Pavel Slováček |
| Copywriter | Zdenek Buchtela |
| Account Director | Lucie Fialová |
| Account Manager | Lucie Novotná |