PRE

Huge thanks to all the eco-freaks out there fighting for Czech nature.

For PRE PROUD EKO, we dropped the fluff and created a bold, witty campaign to thank the people who actually live and breathe sustainability. No preaching, just truth: saving the planet, sorting trash, or using local green energy doesn't make you an eco-extremist. It makes you an everyday hero. And PRE is calling it like it is: thanks for being you, you beautiful eco-freaks.

Our job was to follow up on the PRE PROUD EKO product campaign and shift the sustainability narrative from a finger-wagging guilt trip to a positive, lighthearted vibe. We wanted to give a massive shout-out to customers who are already doing their bit for Czech nature — sorting trash, cutting down on waste, watching their consumption, or powering their homes with green energy from local renewable sources.

This sparked the Eco-freaks concept, built on a simple, raw insight: anyone trying to live green is often labeled an extremist by society. We took this stereotype and ran with it. Literally. We created a series of tongue-in-cheek videos showing everyday green-minded folks exactly how their neighbors sometimes see them — as total "eco-freaks."

The campaign doesn't preach and it doesn't scare. Instead, it hypes up the everyday heroes making small choices that actually make a difference. PRE PROUD EKO positions itself as the easiest next step toward a sustainable lifestyle — no cliché BS, just straight-up humor and a clear thank you to everyone helping Czech nature breathe easier.