Dr. Max: Healthy and Joyful

Dr. Max: Health as the Most Precious Gift

Dr. Max, the Czech Republic’s largest pharmacy network, partnered with McCann Prague to launch its first fully integrated Christmas campaign — with one clear message: health is the most precious gift we can give each other.

The campaign introduced Zdravíkov, a magical Christmas town where wellbeing is cherished above all. At its heart stood Zdravonka, a delicate glass ornament created in collaboration with Czech glassmakers, symbolising the fragility and value of health. Anchored by the seasonal wish “healthy and joyful”, the campaign reframed the role of pharmacists — not just as providers of medicine, but as contributors to family wellbeing during the holidays.

The integrated rollout included a brand film, in-store activations across more than 500 pharmacies, CRM, and activations in digital, outdoor, TV and cinema.

The campaign achieved strong visibility and emotional resonance, securing Dr. Max a place in the national Christmas conversation for the first time. More importantly, it marked the beginning of a long-term strategy to build Dr. Max as a brand that stands for care, health and trust — values as timeless as Christmas itself.

Credits:

Client: Dr. Max
Creative Agency: McCann Prague
Production: Procoma
Producer: Alžběta Šerclová
Account Director: Martin Petrásek
Account Managers: Růžena Spurná, Bára Divíšková
Creative Directors: Martin Svetlík, Tereza Hendry
Art Directors: Tereza Víznerová, Milica Majstorovic
Copywriters: Lucie Václavková, Jindřich Jinoch
Strategy Planner: Martina Ďurčanská
Director: Robert Hloz
Music: Jan Šléška
Sound: Samuel Jurkovič, Mishan Pajdiak
Costume Designer: Katarina Chválová
Director of Photography: Radim Střelka
Editor: Filip Malásek
Photography: Pavel Hejný
Interior and Exterior Architecture: Stella Šonková
Executive Production: Noise Production
Post-production: NotReal_virtual