Change My Mind

Creative idea

Change My Mind started as a documentary experiment: take three Czech war skeptics to Ukraine and confront them with reality. But when even the truth failed to change their minds, we changed the role of the campaign. Instead of promoting the film, we turned its failure into a national warning. We showed Czechs what our country could become if Russian propaganda keeps winning: a society willing to give up its own democracy. By transforming a documentary launch into a behavioural wake-up call, the campaign changed the conversation around propaganda in our country.

Brand name: Change My Mind
Advertiser / client: Czech Television
Product / service: Documentary Social Experiment
Campaign name: Change My Mind
Agency network: Leo Constellation
Agency: Leo Prague
Additional company: PunkFilm
Production company: PunkFilm, s.r.o.
Web address: https://velkyvlasteneckyvybor.cz
Agency chief executive officer: Nastia Ladina
Chief creative officer: Kosta Schneider
Creative director: Nikola Foktová, Justin Hamilton Salem
Art director: Zora Makovská, Martin Kraus
Copywriter: Klára Javůrková, Anton Zelenko
Designer: Oskar Šťastný
Photographer: Pavel Hejný
Film production: PunkFilm, s.r.o.
Director: Robin Kvapil
Director of photography: Prokop Souček, Stanislav Adam
Agency producer: Jakub Drocar, Jakub Pinkava,
Digital production: Terézia Buková
Digital creative: Natálie Portíková