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Über McCann Prague

A full-service agency located at the top of a hill in Riegrovy Sady, with the best view of Prague and part of the McCann Worldgroup since 1991. With an agile team of more than 120 professionals, we have a sole mission: to help brands play a meaningful role in people’s lives. By developing a deep understanding of our clients’ businesses, we work every day to deliver powerful and innovative creativity that’ll deliver results. And strong results at that, as we believe we can grow only if we help our clients to grow as well. Thanks to this approach, we have built a strong partnership with our clients, such as AirBank, Bata, Coca-Cola, ING Bank, L’Oréal, Mastercard, Pilsner Urquell and Vodafone. As proof, we can mention a few coveted accolades that have made us proud ever since: “Most Effective Agency Of The Year” for a few years in a row now, the most valued agency of IMC Czech Awards, Gold and Bronze Lion won in Cannes by and sharing the glory of EMEA Agency Of The Year as just recently announced by Campaign magazine. 

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How to Deal with Bullying, by the Sprite School of Mental Martial Arts

Sprite believes in refreshing positivity. So much so that their current campaign, called #iloveyouhater, pleads for positivity even against all odds, in the face of prejudice and adversity. For example, bullying—an unfortunately omnipresent phenomenon that youngsters still have to face on a daily basis. So, to ‘combat’ bullying, McCann Prague consulted several anti-bullying charities for guidance and found that certain mental techniques do exist that lessen the impact of bullying. The result? The Sprite School of Mental Martial Arts—a series of fun, yet educational, radio spots that hope to inspire youngsters to better cope with bullying.

Youngsters are bullied at schools and online, around the world, all the time. This results in them being excluded from social situations and leaving them feeling rejected, which damages their self-esteem and hampers their future development. And, Sprite, which stands fun, friendship and togetherness, felt it had all the ingredients to lead the way in the ‘fight’ against bullying.

The goal of every bully is to humiliate other schoolmates using violence or harsh words. For victims, fighting back is not the answer; it only worsens their situation. That’s why Sprite and McCann Prague believe that new smarter defensive mental techniques are better suited to stop bullying.

The School of Mental Martial Art by Sprite

We introduced the new school of self-defense: the School of Mental Martial Art. It is not about being aggressive or using filthy language. In fact, it disapproves and nullifies such behaviour. The secret of our mental defensive system against rudeness and violence is not giving bullies what they want—fearful and submissive reactions.

McCann Prague, in cooperation with McCann Birmingham, produced radio spots in which a Mental Martial Arts master—an old, eccentric and slightly strange Japanese man—provides kids with verbal self-defense techniques. He comes across as kind and caring, but also quirky and sometimes unpredictable, making the ads humorous, memorable and very engaging. The spots were broadcast on the most famous urban Czech radio station, Radio Spin, and the topic has been raised on social media, so there is potential to make the School of Mental Martial Arts platform even bigger, and spread it to other channels.

McCann celebrate a large success on an international stage. It has won first prize at the Golden Drum awards in Audio category with the campaign.

https://vimeo.com/showcase/6189049 

About McCann Worldgroup
McCann Worldgroup, part of the Interpublic Group (NYSE: IPG), is a leading global marketing solutions network united across 100+ countries by a single vision: To help brands play a meaningful role in people’s lives. Ranked as the world's most creatively effective marketing services company, the global network comprises McCann (advertising), MRM//McCann (data science/technology/relationship marketing), Momentum Worldwide (total brand experience), McCann Health (professional/dtc communications), CRAFT (production), PMK-BNC (entertainment/popular culture), Weber Shandwick (public relations) and FutureBrand (consulting/design).

About McCann Prague
A full-service agency located at the top of a hill in Riegrovy Sady, with the best view of Prague and part of the McCann Worldgroup since 1991. With an agile team of more than 120 professionals, we are driven by the same vision as our Network - to help brands play a meaningful role in people’s lives. By developing a deep understanding of our clients’ businesses, we work every day to deliver powerful and innovative creativity that’ll deliver results. And strong results at that, as we believe we can grow only if we help our clients to grow as well. Thanks to this approach, we have built a strong partnership with our clients, such as AirBank, Bata, Coca-Cola, ING Bank, L’Oréal, Mastercard, Pilsner Urquell and Vodafone. As proof, we can mention a few coveted accolades that have made us proud ever since: “Most Effective Agency Of The Year” for a three years in a row, the most valued agency of IMC Czech Awards, Gold and Bronze Lion won in Cannes and sharing the glory of EMEA Agency Of The Year as just recently announced by Campaign magazine.

About Coca-Cola
Coca-Cola is one of the world's most valuable brands. For 130 years, it has been the largest distributor of branded soft drinks worldwide. With branches in 28 countries on 3 continents, it brings refreshment to 585 million customers. Among its most famous products, apart from the original Coca-Cola, are Coca-Cola Zero, Fanta, and Sprite. Since last year, the FUZE Tea brand of ice tea is also available newly on the Czech market. Other brands distributed by the company: Kinley, Romarquelle and Adez 

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