DDB Prague - Disctricts of Prague Renamed
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Disctricts of Prague Renamed

City of Prague


After the first successful cooperation with the City of Prague, we created a sequel for their COVID vaccination campaign. The new concept aimed to reflect the mood of Czech society regarding the pandemic, that being one of fatigue. Our goal was also to attract a younger audience to increase their low interest in getting vaccinated.


We chose relief and humor as the key element of communication, which corresponds with the mood in society and also the new younger target group. The creative is built on a local context and visuals with a strong typography. It plays with the names of famous places in Prague and changes them in the same way as life in the city has been transformed by the pandemic. Vaccination then shows the way how to get back to normal.