We cooperated with the Czech NGO “Za Lepsi Zivot v Praze” (For a Better Life in Prague) which creates and supports activities leading to upgrading the quality of life in Prague. Presently, For a Better Life in Prague’s main activity is cleaning up the city from Advertising. However, like many urban environments, random graffiti is also becoming a problem and covers the beautiful walls of this majestic city. That’s why they came to us with this enormous challenge:

Communicate to urban youth who view graffiti as a form of artistic expression. At the same time, not being intrusive and at the same time still speak their language and in the end make something as lame as Street Cleaning cool. So we made a spot that would address the issue of cleaning up the streets from graffiti, in a non-confrontational style, but one that our target group can relate to.