In the name of Europe

Creative idea

In 2025, Europe’s unity was under strain, with some countries turning back toward Moscow, leaving many Czechs uncertain about their future. As citizens of a former communist state, they value belonging to a united Europe. As a 200-year-old bank and one of the country’s most trusted institutions, we took action. We changed something that was seemingly untouchable – our name – from Česká (Czech) to Evropská (European) Savings Bank. We relaunched on Europe Day, sacrificing our branding, logo and naming to declare our European identity. Across digital, outdoor, influencers and every branch, our message of unity was impossible to miss.

Brand name: Česká spořitelna
Advertiser / client: Česká Spořitelna, a.s.
Product / service: In the name of Europe
Campaign name: In the name of Europe
Agency network: VML
Agency: VML Prague
Media agency: Wavemaker Czech s.r.o.
Additional company: OAK Prague
Agency chief executive officer: Iva Welker
Chief creative officer: Jake Barrow
Executive creative director: Tomáš Novotný
Creative director: Tereza Svěráková
Art director: Dmitrii Ufimtsef
Copywriter: Jaroslav Kratochvíla, Tomáš Novotný
Account director (agency): Milan Hrubý
Client account director: Tomáš Dvořák
Media director: Daniel Trumpich
Additional company: Account manager: Leonora Nushi Account executive: Anna Keňová