In few markets are competitors as alike as they are in the health insurance industry. Government regulation and the obligation to cover essential healthcare services naturally result in products that differ only in the details – some more meaningful than others. That leaves far more room for brands to stand out. We helped the Czech Republic's largest employee health insurance provider refresh its brand identity and bring it to life across its key acquisition campaigns – the institution known simply by the number 211 and the rather lengthy acronym ZP MV ČR (Ministry of the Interior Public Health Insurance Fund).
We've been supporting Zdravotní pojišťovna Ministerstva vnitra České republiky with its communications for many years. At the turn of 2025, we were given the opportunity to refresh its brand assets and adapt them for a digital-first campaign. But the concept didn't stay online. It also made its way to television.
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There's one thing that always lets you know it's 211 speaking: the family. The doctor mum, firefighter dad and their two cheerful children have been part of the insurer's communication for years. Our recommendation was straightforward: don't replace brand assets that have been consistently built over time. That's why we kept the family at the heart of the campaign in 2025. We're not The Simpsons, though – we weren't about to pretend our characters never grow up. Quite the opposite. We showed that ZP MV ČR is a reliable partner throughout every stage of life, from a child's first steps to adulthood. The message was brought together by the campaign tagline: Rostete s námi (Growing Together).
The Growing Together concept came to life most strongly in the campaign's brand-building phase. Our TV commercial follows a series of family moments, showing a little girl gradually growing into a young woman. Fast-paced yet emotionally engaging, the spot gave the campaign real impact. It also naturally incorporated some of the insurer's strongest brand assets – most notably its long-standing connection with emergency services professionals such as firefighters.
Alongside the iconic family, we also took a fresh look at the brand's visual identity. We created an entirely new library of campaign photography featuring dramatic lighting with coloured rim highlights inspired by the insurer's visual identity. Supporting colours were given a much more prominent role, while the signature blue was modernised through subtle gradients. The result was a fresher, more contemporary visual language that unified every campaign format across all communication topics. It also helped ZP MV ČR stand out from competitors and capture attention – even in today's crowded digital advertising landscape.
To maximise lead generation, we introduced interactive display banners that allowed users to leave their contact details directly within the ad itself – without having to click through to a separate landing page. This created a smoother user experience and significantly reduced friction in the conversion process.
