November 17th marks the fall of communism in 1989 in Slovakia, a time when foreign goods were banned. Many have forgotten this key restriction on freedom. A Globsec study found that ⅓ of Slovaks would prefer a totalitarian regime again.

Four automobile brands used their hard-sell banners to remind Slovaks of the value of freedom. We transformed hard-sell banners into reminders of the price of freedom by making a small text change. This message was displayed across all campaign touchpoints—from social media ads and GDN banners to homepage banners.