Czech Television: Change My Mind
Czech Television and agency Leo Prague sought to address the growing influence of Russian propaganda and war-denial within the Czech Republic. The client required a bold, impactful project that would challenge citizens holding pro-Russian views. The goal was to move beyond standard reporting and create a definitive, undeniable confrontation with the reality of the war in Ukraine to shift public perception.
Creative Idea
Conspiracy theorists were taken to the front lines to witness war reality firsthand.
Czech Television confronted pro-Russian disinformation by taking conspiracy theorists directly to the Ukrainian front lines, forcing them to reconcile their online beliefs with the visceral, dangerous reality of an active war zone.
Confronting Reality Through A Lens Of Fire
Logistics Under Constant Threat
The production was a high-stakes operation that required extreme security measures. Director Robin Kvapil conducted two separate research trips to map out safe corridors before the participants arrived. The crew of 20 professionals operated under the constant supervision of a security analyst, Petr Pojman, and a psychiatrist, Petr Pöthe, who monitored the mental state of the participants as they moved from the relative safety of Kyiv to the devastation of Izyum and the Donbas front lines. Every member of the team relied on a real-time air-raid warning app to navigate the constant threat of incoming rocket fire.
A Dystopian Warning
To ensure the message resonated beyond the documentary, the agency launched a secondary tactical campaign that visualized a "Czech-Russian Republic." By using CGI to replace national symbols, monuments, and flags across the country, the team forced the public to confront the aesthetic and political reality of a nation under Russian influence. This visual intervention was designed to bridge the gap between the abstract concept of propaganda and the tangible loss of national sovereignty.
Strategic Timing
The project was intentionally launched on August 21, 2025, marking the 57th anniversary of the 1968 Soviet-led invasion of Czechoslovakia. By aligning the release with this historical trauma, the agency aimed to contextualize modern disinformation within the country's long-standing struggle for independence. The project reached audiences across the Czech Republic, Slovakia, and Ukraine, targeting a demographic where an estimated 1 million citizens held pro-Russian views and over 332,000 believed the country should return to Russian rule.
Creative Strategy Deconstructed
Company
Czech Television leveraged its authority, resources, and journalistic integrity to facilitate a high-stakes, real-world documentary experiment.
Category
Media outlets typically report on conflicts from a distance, often failing to penetrate the echo chambers of polarized audiences.
Customer
Citizens trapped in disinformation bubbles felt unheard and distrustful, holding firm to conspiracy theories despite mounting evidence.
Culture
The rise of digital disinformation and deep societal polarization regarding the war in Ukraine created an urgent need for truth.
Company
Czech Television leveraged its authority, resources, and journalistic integrity to facilitate a high-stakes, real-world documentary experiment.
Category
Media outlets typically report on conflicts from a distance, often failing to penetrate the echo chambers of polarized audiences.
Strategy:
Force a collision between subjective belief and objective reality to dismantle entrenched ideological denial.
Customer
Citizens trapped in disinformation bubbles felt unheard and distrustful, holding firm to conspiracy theories despite mounting evidence.
Culture
The rise of digital disinformation and deep societal polarization regarding the war in Ukraine created an urgent need for truth.
Strategy:
Force a collision between subjective belief and objective reality to dismantle entrenched ideological denial.
Strategy Technique
Find the Missing Conversation
The campaign addresses the uncomfortable, polarized divide in Czech society regarding the war. By forcing this confrontation, the brand claims the space between propaganda and truth, owning the national discourse.
Explore Technique
Creative Technique
Conduct an Experiment
The campaign functions as a real-world social experiment by placing subjects in a high-stakes environment. This direct experience forces participants to confront the gap between their digital echo chambers and physical reality.
Explore Technique
Craft Breakdown
The trailer's power lies in its raw, unvarnished editing and casting, which juxtaposes comfortable domestic ignorance with the terrifying reality of active conflict.
The rapid cross-cutting between the subjects' naive statements and the brutal physical reality of the war zone creates immense narrative tension.
The use of intimate, handheld camera work and 360-degree cameras captures the genuine fear and chaos of the subjects in real-time.
