The metro gave us seconds. We used them to turn a familiar name into a much bigger story.

LED advertising in the Prague metro is definitely having a moment. But trendy placements alone don’t guarantee eyeballs. And even when they do, you only get a few seconds to show people your brand has evolved far beyond what they know it for.

While most commuters know Direct for insurance, the brand has grown into a whole ecosystem covering car sales and leasing (Direct Auto), corporate finance management (Direct Fidoo), and tailor-made investments (Direct Fondee). Our task was simple: introduce the whole family within a few seconds between stations.

So we built the entire concept around instant recognition: visuals inspired by movement itself, sharp messaging, and a clearly defined identity for each service. No visual noise, no overexplaining. Just communication delivered at tunnel speed.