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1. HOW CHRISTMAS PIGGY
MADE CZECHS SAVE THE
WORLD
Team
#1

3. Czechs thrive on proving
themselves, they are worthy of
being world-class.
Czechs‘ bravery is based on Švejk‘s
approach – until we do not loose
something, we are just laughing
beasts.

4. WE GIVE CZECHS THE OPPORTUNITY TO
TRANSFORM FROM ŠVEJKS INTO THE
WORLD-CLASS HEROES. IF THEY DON‘T
PLANT ENOUGH TREES, THEIR BELOVED
CHRISTMAS PIGGY LOSES ITS HOME.
THE IDEA

5. October: Kofola limited edition “Save the piggy”
+ 360° campaign stating: Help us plant 20k trees
till November, otherwise piggy has no home and the favourite TV
spot won´t be aired anymore.
20k trees = total number of aired TV spots between 2003-2020 (each
time the father cuts down one tree).
 20k trees are intentionally underestimated so the Czechs can
exceed it multiple times easily.
  

6. AS WE GET CONSUMERS TO THE
INTEGRATED PLANT FOR THE PLANET
WEBSITE, THEY CAN NON-VIOLENTLY
RECOGNISE THE MISSION OF THIS NGO,
THE CO2 SITUATION, ETC.
THEY EXPERIENCE IT AND START TO
BELIEVE IT.

7. November: We use the Czech pride of
exceeding the goal of 20k and encourage them to be
the world-savers – plant even more!
On this Christmas, Czechs will help the piggy´s animal cousins so the
world can see their power of saving the whole planet and admire
them.
 Planting the trees worldwide becomes a Czech national sport
discussed in pubs.
  

8. TV
DIGITAL & influencers
INSTORE
PR
TMBK
Nikol Štíbrová
Fatty Pillow
+ other Švejk-like VIPs
Mainstream titles
Content on „Save the cousins“

9. Help us plant 20k trees
till November, otherwise
Christmas piggy looses
its home and the
favourite TV spot won´t
be aired anymore.
Czechs are sending the
trees as Christmas gifts,
having fun with piggy‘s
cousins and make the
global warming issue the
nationwide topic.
By exceeding the goal of
planting 20k trees, we
encourage Czech pride
to make a change in the
world.
2
1 3
How do we encourage a typical Czech to plant some
trees in Mexico in order to save the planet?
Czechs thrive on proving themselves, they are worthy of
being world-class.
Czechs‘ bravery is based on Švejk‘s approach – until we do not
loose something, we are just laughing beasts.
WE GIVE CZECHS THE OPPORTUNITY TO TRANSFORM
FROM ŠVEJKS INTO THE WORLD-CLASS HEROES. IF
THEY DON‘T PLANT ENOUGH TREES, THEIR BELOVED
CHRISTMAS PIGGY LOSES ITS HOME.
Team
#1