Description
Easter is one of the riskiest periods on Czech roads, with a total of 61 traffic accident participants under the influence of alcohol during last year’s Easter holidays. Škoda Auto is therefore launching the “Crashed Cans” initiative this year. As the largest Czech car manufacturer, it reminds drivers that alcohol does not belong behind the wheel—at Easter or at any other time. The symbol of the campaign is deformed cans of non-alcoholic green beer.
Green beer is traditionally brewed around Easter, but this is the first time it has been made non-alcoholic in Czechia. As a key visual element of the packaging, the brand chose the number 61, combined with a crushed effect that references the crumpled metal of crashed cars.
The cans were sent to Czech celebrities, influencers, and automotive and lifestyle media to help spread the message of driving only when sober. Over 2,000 non-alcoholic green beers were also handed out by the police during its Easter safety campaign. Drivers who tested negative for alcohol received this specialty made by Škoda.
This professional campaign titled 'Crashed Cans' was published in Czech Republic in April, 2026. It was created for the brand: Škoda Auto, by ad agency: Zaraguza. This Ambient and OOH Outdoor media campaign is related to the Automotive and Personal Transportation industry and contains 4 media assets. It was submitted about 16 hours ago by Executive Creative Director: Roman Biath of Zaraguza.
Credits
Chief creative officer: Mike Martin
Executive creative director: Roman Biath
Creative director : Michal Krhut
Creative director: Vladimír Zikmund
Copywriter: Evženie Babets
Copywriter: Matej Svoboda
Art director: Gesu Mirzo
Art director: Marián Vaňo
Motion designer: Lukáš Chudáček
Motion designer: Filip Geleta
Motion designer: Filip Morys
Strategy director: David Červený
Strategic planner: Michaela Tvrdíková
Key account manager: Karolina Koutná
