Crashed Cans

Creative idea

Czechs love to celebrate Easter with traditional green beer. Easter is also one of the most dangerous periods on Czech roads, with a total of 61 alcohol-related traffic accidents ocurring during the 2025 Easter weekend. Škoda Auto, the largest Czech car manufacturer, crashed the tradition by launching the ”Crashed cans” initiative. Czechia’s first non-alcoholic green beer, packed in deformed cans demonstrating the impact of a crash. All to remind drivers that traditional celebration is not an excuse for putting lives at risk.

Brand name: SKODA
Advertiser / client: Skoda
Product / service: Automotive
Campaign name: Crashed Cans
Agency network: INDEPENDENT AGENCY
Agency: Zaraguza CZ, Prague
Chief creative officer: Mike Martin
Executive creative director: Roman Biath
Creative director: Vladimír Zikmund, Michal Krhut
Art director: Marián Vaňo, Gesu Mirzo
Copywriter: Matej Svoboda, Evženie Babets
Designer: Lukáš Chudáček, Filip Geleta
Account director (agency): Karolína Koutná
Managing director: Ivan Švaňa
Strategic planner / strategist: Michaela Tvrdíková
Senior planner: David Červený