Social Foundation of the City of Prague: Help you can’t see, but feel
Brand identity, Campaign
The Social Foundation of the City of Prague is all about offering help where it’s needed most, even when it’s not immediately obvious. We’ve worked with the Foundation for some time, and when they asked us to create a campaign that brought this invisible support to life, we wanted to create something that would truly connect with the people of Prague.
First things first
Our collab with the SFCP began with the creation of their visual identity. At its heart is a bridge, a symbol of support, but also so much more. This bridge, a nod to many Prague’s iconic landmarks, became a red thread, a red bridge in our case, running through everything the Foundation stands for. Simple yet strong, the bridge became a visual representation which captures the uplifting support the Foundation offers when people need it most.
Turning the idea into a campaign
When the SFCP asked us to create a campaign, they gave us full creative freedom to expand on this idea. The goal was to show the power of invisible support – something that every Prague citizen, from elderly individuals to single parents, could relate to. We wanted to spread this message across the city, making people aware of the help available to them.
How we made it happen
But how do you show support that you can’t see? We went back to the bridge in the logo and thought: what if the support we offer is like an invisible bridge? You don’t have to see it to know it’s holding you up. From there, we worked with renowned photographer Pavel Hejný to create unique visuals showing people walking in mid-air – supported by something unseen but solid. These images bring out that feeling of being cared for, even when the support isn’t visible.
What came out of it
The response to the campaign was incredibly heartwarming. The visuals really hit home, reminding people that support is all around us, even if we can’t always see it. It was a great reminder that making a difference often happens behind the scenes. This project wasn’t just a creative challenge, it was a chance to be part of something meaningful, helping the SFCP connect with people in a real and impactful way.
