Sociological surveys show that even 30 years after the end of communism, Czechs do not really believe in themselves. For Česká spořitelna, whose purpose is to support the self-confidence of people as the basis of the prosperity of the whole society, the OAK and VMLY&R agencies came up with a long-term campaign “You’re #stronger than you think”. Such a bold topic not only resonated with wider audience, but also succeeded in creative competitions. At the ADC Czech Creative Awards 2021, the campaign made Česká spořitelna the winner of the client of the year award.