B: 7. PR & Earned media
#TogetherForCleanTrains, Czech Railways
Czech Railways spend 10s of Mio ofCZK/year on the removal of graffiti. Even passengers aren't happy about scribbles. Therefore we needed to show, Railways're trying to solve the problem+to arouse sympathy from the public. So we expressed what 99% of people think about the "art" of graffiti. The campaign scored with the public & generated a lot of feedback. We were approached by many media outlets that wanted to write about the campaign, thus gained free media space worth more than a million CZK.
| 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 |