We are introducing a new part of the Canadian Medical campaignArticle
06. 08. 2023
We would like to introduce to you and familiarise you with a new part of the "From Head to Toe" advertising campaign, which is based on black-and-white portrait photographs with the bold interplay of light and shade. The images were created for us by Alžběta Jungrová, one of the most distinctive contemporary photographers in the Czech Republic. The overall concept was established four years ago and soon became our visual DNA. We fell in love with it and thus decided to continue with it. We use the portraits not only in advertising, as you can also encounter them in the form of pictures in our clinics and surgeries.
Connecting the emotions of photographs and health
What is healthy is beautiful. The harmony of the mind and body comprises the whole of a healthy personality – therefore, we are therefore displaying, via this campaign, healthy bodies that are beautiful due to their energy, motility and nobility. The black-and-white photographs always emphasise the essence of the subjects, taking a deeper look and drawing attention to their naturalness.
The collection of photographs will adorn the premises of all of our clinics in Prague from June 2023. We believe that you will enjoy them and that they will make your visit even more pleasant and elegantly follow on from the original photographs.
Alžběta Jungrová (1978) got started in photography at elementary school and is a graduate of the Secondary Industrial School of Graphic Arts on ulice Hellichova. She later worked for the daily MF Dnes and for the editorial boards of Hospodářské noviny and Lidové noviny. She lived in the United States and London from 2000 to 2002. She considers the genres of documentaries and reportage to be the foundation of her work, as she is interested in the lives and stories of her contemporaries. She has travelled to numerous parts of the world to find her subjects and has often taken photographs in extreme situations. She has repeatedly received recognition in the Czech Press Photo competition.
See all of the photographs.