{"id":8774,"date":"2019-10-15T10:39:00","date_gmt":"2019-10-15T09:39:00","guid":{"rendered":"https:\/\/www.vccp.com\/prague\/?post_type=news&#038;p=8774"},"modified":"2020-08-25T15:04:57","modified_gmt":"2020-08-25T14:04:57","slug":"things-the-way-they-really-are","status":"publish","type":"news","link":"https:\/\/www.vccp.com\/czechia\/news\/2019\/oct\/things-the-way-they-really-are","title":{"rendered":"Things the way they really are"},"content":{"rendered":"<div class=\"lazyblock-two-column-text-quote-image-Z2f5P5a wp-block-lazyblock-two-column-text-quote-image\"><section class=\"fullwidth fullwidth--overflow \" data-aos=\"fade-up\">\r\n  <div class=\"container container--spaced-lg\">\r\n    \r\n    <div class=\"row\">\r\n      \r\n      <div class=\"col-md-6\">\r\n                \r\n                <blockquote class=\"blockquote blockquote--md-right\">\r\n          Let\u2019s keep it real.\n                  <\/blockquote>\r\n                \r\n  \t\t\t  \t\t\t<div class=\"img-inline img-offset-left-md\">\r\n          <picture class=\"embed-responsive-item\">\r\n            <source data-srcset=\"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2019\/10\/Snimek-obrazovky-20191003-v-130302.jpg 768w\">\r\n            <img data-src=\"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2019\/10\/Snimek-obrazovky-20191003-v-130302.jpg\" alt=\"\" class=\"lazyload img-fluid img-1-1\">\r\n          <\/picture>\r\n        <\/div>\r\n              <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p><span style=\"color: #ffffff\">Online journal\u00a0<a style=\"color: #ffffff\" href=\"https:\/\/www.aktualne.cz\/\">Akutalne.cz\u00a0<\/a>is starting a new communication campaign aimed to support the idea of publishing undistorted and verified information followed by claim: \u201eTHINGS THE WAY THEY REALLY ARE.\u201d No, it\u2019s not as trivial as it seems at first sight.<\/span><\/p>\n<p><span style=\"color: #ffffff\">Nowadays we are often served misinterpreted information, or things taken out of context, instead of true based facts which is no.1 guideline of this online czech portal.VCCP created a set of effective puns, which shock you at first, but with more careful look, ingeniously displays the whole idea behind this campaign. Touchy visuals will hit online advertising and social media, as well as printed form, billboards, or television.<\/span><\/p>  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-video-W4pmP wp-block-lazyblock-video\"><section class=\"fullwidth\">\r\n  <div class=\"container\">\r\n    <div class=\"embed-responsive embed-responsive-16by9 \" data-component=\"video\">\r\n      <iframe data-src=\"https:\/\/player.vimeo.com\/video\/360492512?title=0&amp;byline=0&amp;portrait=0&amp;color=6cbef1&amp;playsinline=0\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>          <\/div>\r\n  <\/div>\r\n<\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":7,"template":"","categories":[191],"class_list":["post-8774","news","type-news","status-publish","hentry","category-agency-news"],"acf":{"author":false,"hero_video":"","hero_image":{"ID":8776,"id":8776,"title":"Snimek obrazovky 20191003 v 131114","filename":"Snimek-obrazovky-20191003-v-131114.jpg","filesize":38407,"url":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2019\/10\/Snimek-obrazovky-20191003-v-131114.jpg","link":"https:\/\/www.vccp.com\/czechia\/news\/2019\/oct\/things-the-way-they-really-are\/attachment\/snimek-obrazovky-20191003-v-131114","alt":"","author":"2","description":"","caption":"","name":"snimek-obrazovky-20191003-v-131114","status":"inherit","uploaded_to":8774,"date":"2020-08-19 09:41:26","modified":"2020-08-19 09:41:26","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.vccp.com\/czechia\/wp-includes\/images\/media\/default.png","width":1920,"height":720,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2019\/10\/Snimek-obrazovky-20191003-v-131114-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2019\/10\/Snimek-obrazovky-20191003-v-131114-300x113.jpg","medium-width":300,"medium-height":113,"medium_large":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2019\/10\/Snimek-obrazovky-20191003-v-131114-768x288.jpg","medium_large-width":640,"medium_large-height":240,"large":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2019\/10\/Snimek-obrazovky-20191003-v-131114-1024x384.jpg","large-width":640,"large-height":240,"1536x1536":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2019\/10\/Snimek-obrazovky-20191003-v-131114-1536x576.jpg","1536x1536-width":1536,"1536x1536-height":576,"2048x2048":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2019\/10\/Snimek-obrazovky-20191003-v-131114.jpg","2048x2048-width":1920,"2048x2048-height":720,"Header":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2019\/10\/Snimek-obrazovky-20191003-v-131114-1920x720.jpg","Header-width":1920,"Header-height":720,"Square":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2019\/10\/Snimek-obrazovky-20191003-v-131114-720x720.jpg","Square-width":720,"Square-height":720}},"meta-title":"https:\/www.aktualne.cz\/","meta-description":"https:\/www.aktualne.cz\/","social-media-image":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2019\/10\/Snimek-obrazovky-20191003-v-131114.jpg","news_id":"191","relateditems":[{"relateditem":{"ID":8830,"post_author":"3","post_date":"2019-08-29 14:54:00","post_date_gmt":"2019-08-29 13:54:00","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-right\":\"\\u003cp\\u003eTradition, unique brewing techniques, quality ingredients. Those are usually the key elements through which a beer brand launches their campaign. With Kru\u0161ovice, we took a whole new approach.\\u003c\/p\\u003e\\n\\u003cp\\u003eWe decided to deliver one single face. A face that can represent beer as simple as it is for the Czechs \u2013 as a true value for the men that enhances their ordinary every day.\\u003c\/p\\u003e\",\"quote\":\"We didn\u00b4t want to make it complicated. Beer isn\u00b4t complicated. We just wanted to show the beer as a part of an ordinary guy\u00b4s life. A good part of an ordinary guy\u00b4s life.\",\"blockId\":\"1vn4HI\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-1vn4HI\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-id\":\"93590573\",\"blockId\":\"hW794\",\"blockUniqueClass\":\"lazyblock-video-hW794\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003eOur \u201cordinary guy\u201d soon became a sensation on TV. In the campaign, we presented him as a true king of every day \u2013 and in the eyes of the viewers, he quickly became one on his own.\\u003c\/p\\u003e\\n\\u003cp\\u003eHe got so popular that the Kru\u0161ovice communication was soon considered the most distinctive among beer ads and was awarded by Art Directors Club and Effie.\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003eFor the purposes of the TV spots, we dramatized the fact that a true king always stays cool and stands his ground. He never steps down. Even though he gets beaten up, he never gives up his beer. He resists a charm of an attractive actress for the beer. \u00b4Cause the beer is a value and the king has priorities which he follows without an exception.\\u003c\/p\\u003e\\n\\u003cp\\u003eOur integrated campaign featured OOH and POS formats including an internal campaign, with unique copies customized for every single format. In this campaign, we celebrated the kings of every day. We celebrated us.\\u003c\/p\\u003e\",\"blockId\":\"2DgLD\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-2DgLD\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width-bold {\"text\":\"\u201cWhat would you trade for the beer, honey bear?\u201d\",\"blockId\":\"ZFvNHj\",\"blockUniqueClass\":\"lazyblock-text-full-width-bold-ZFvNHj\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-id\":\"93590572\",\"blockId\":\"Px6eH\",\"blockUniqueClass\":\"lazyblock-video-Px6eH\"} \/-->","post_title":"Either you're a king or you're not","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"either-youre-a-king-or-youre-not","to_ping":"","pinged":"","post_modified":"2020-08-26 15:53:49","post_modified_gmt":"2020-08-26 14:53:49","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/prague\/?post_type=work&#038;p=8830","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":8787,"post_author":"3","post_date":"2019-10-01 11:01:00","post_date_gmt":"2019-10-01 10:01:00","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003eThe Forum 2000 Foundation, pursuing the legacy of V\u00e1clav Havel, supports the values of democracy and respect for human rights, assists the development of civic society, encourages religious, cultural and ethnic tolerance. It provides a platform for global leaders, as well as thinkers and courageous individuals from every field of endeavour, to openly debate and share these critical issues.\\u003c\/p\\u003e\\n\\u003cp\\u003eWe in VCCP Prague are very proud to have been creating the visual style for The Forum 2000 Foundation. For the 20th Conference held October 16-19, 2016, called The Courage to Take Responsibility, we used the very theme of the conference as the core of our concept in order to stress its urgency.\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003eDemocratic leadership seemed to be in crisis, contending with a lack of vision, responsibility, and perhaps even courage to lead. Emerged questions like:\\u003c\/p\\u003e\\n\\u003cp\\u003eAre the current democratic systems unable to generate true leaders?\\u003c\/p\\u003e\\n\\u003cp\\u003eIs the growing authoritarianism in the world a result of the weakness of democratic leadership?\\u003c\/p\\u003e\\n\\u003cp\\u003eWhere are the Havels, Churchills, or Mandelas of today?\\u003c\/p\\u003e\",\"blockId\":\"Z19Q7wM\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z19Q7wM\"} \/-->\n\n<!-- wp:lazyblock\/two-column-images {\"items\":\"%5B%7B%22image-768x768%22:%7B%22alt%22:%22%22,%22title%22:%22work-forum-2-left%22,%22caption%22:%22%22,%22id%22:8788,%22link%22:%22https:\/\/www.vccp.com\/prague\/?attachment_id=8788%22,%22url%22:%22https:\/\/www.vccp.com\/prague\/wp-content\/uploads\/sites\/6\/2020\/08\/work-forum-2-left.jpg%22%7D%7D,%7B%22image-768x768%22:%7B%22alt%22:%22%22,%22title%22:%22work-forum-2-right%22,%22caption%22:%22%22,%22id%22:8789,%22link%22:%22https:\/\/www.vccp.com\/prague\/?attachment_id=8789%22,%22url%22:%22https:\/\/www.vccp.com\/prague\/wp-content\/uploads\/sites\/6\/2020\/08\/work-forum-2-right.jpg%22%7D%7D%5D\",\"blockId\":\"Z10L0zQ\",\"blockUniqueClass\":\"lazyblock-two-column-images-Z10L0zQ\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-right\":\"\\u003cp\\u003eIn VCCP Prague, we had no other choice but to come up with nothing less than the best possible embodiment of them all: for our tailor-made concept \\u0022Leaders of Tomorrow\\u0022, we designed a number of fictitious controversial figures, such as John Lenin, Martin Luther Kim or Mahatma Kaddafi. We openly called on the general public for their thoughts and their contribution on the subject.\\u003c\/p\\u003e\\n\\u003cp\\u003eIn 2016, the campaign spoke out loud\u00a0\u2013 and even today, the central thought of growing authoritarianism as a result of weakening democratic leadership definitely deserves nationwide attention. We are thus more than glad that our concept helped to highlight this pressing issue.\\u003c\/p\\u003e\\n\\u003cp\\u003eThe Forum 2000 was founded in 1996 as a joint initiative by the late Czech President V\u00e1clav Havel, Japanese philanthropist Yohei Sasakawa, and\u00a0Nobel Peace Prize Laureate Elie Wiesel. The conferences and\u00a0other events are\u00a0annually held in\u00a0Prague, and since 1997 they have attracted a\u00a0number of\u00a0prominent thought leaders, Nobel laureates, former and\u00a0acting politicians, business leaders and\u00a0other individuals, whose common denominative is\u00a0experience with bearing responsibility, including Bill Clinton, His\u00a0Holiness the\u00a0Dalai Lama, Henry Kissinger,\u00a0Nicholas Winton, or Madeleine Albright.\\u003c\/p\\u003e\\n\\u003cp\\u003e*Sincere thanks to The Forum 2000 Foundation website for providing information and phrasing used.\\u003c\/p\\u003e\",\"quote\":\"\\u0022This campaign was very different from those we were normally used to creating. It has a much tougher goal than the others, not boosting sales or generating profit. It stands out in an indescribably more important way.\\u0022\",\"blockId\":\"Z1jgpuz\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z1jgpuz\"} \/-->\n\n<!-- wp:lazyblock\/image-full-width {\"image\":\"%7B%22alt%22:%22%22,%22title%22:%22work-forum-2-full%22,%22caption%22:%22%22,%22id%22:8790,%22link%22:%22https:\/\/www.vccp.com\/prague\/?attachment_id=8790%22,%22url%22:%22https:\/\/www.vccp.com\/prague\/wp-content\/uploads\/sites\/6\/2019\/10\/work-forum-2-full.jpg%22%7D\",\"blockId\":\"13GriT\",\"blockUniqueClass\":\"lazyblock-image-full-width-13GriT\"} \/-->","post_title":"The Courage to Take Responsibility","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"the-courage-to-take-responsibility","to_ping":"","pinged":"","post_modified":"2020-08-26 15:41:05","post_modified_gmt":"2020-08-26 14:41:05","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/prague\/?post_type=work&#038;p=8787","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":8886,"post_author":"3","post_date":"2019-10-17 13:13:00","post_date_gmt":"2019-10-17 12:13:00","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-right\":\"\\u003cp\\u003eSome people \\u2013 and it\\u00b4s a majority of them \\u2013 perceive their everyday commute as a hellish and unavoidable fact of life, or, in better case, a dull routine \\u2013 whereas Shell thinks exactly the opposite. They wanted to encourage people to see it as one of the best parts of their day \\u2013 the moments that truly belong only to them and them alone. We definitely agreed. That\\u00b4s why we came up with\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u201cLove your commute!\\u0022\\u003c\\\/p\\u003e\\n\\u003cp\\u003eWe made a campaign that invites people to look at their obligatory trip from a completely different point of view. We wanted them to do whatever they wanted in the car \\u2013 with the car, or even on the car...?\\u003c\\\/p\\u003e\\n\\u003cp\\u003eConsider yourself. How do you USUALLY feel when driving a car to work? And how would you really LOVE to feel? See the difference? So for our campaign, we definitely couldn\\u00b4t omit this screaming gap and we used this as the basis of the entire communication.\\u003c\\\/p\\u003e\",\"quote\":\"It's up to you to make every trip awesome!\",\"blockId\":\"Z1L9102\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z1L9102\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-id\":\"341541626\",\"blockId\":\"244kij\",\"blockUniqueClass\":\"lazyblock-video-244kij\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-right\":\"\\u003ch3\\u003eLove Your Commute!\\u003c\\\/h3\\u003e\\n\\u003cp\\u003eWhy just hum a song when you can be the rock star?\\u003c\\\/p\\u003e\\n\\u003cp\\u003eWhy take the same route over and over when you can explore new ways?\\u003c\\\/p\\u003e\\n\\u003cp\\u003eWhy just share a car when you can also share a meal, good jokes or interesting stories?\\u003c\\\/p\\u003e\\n\\u003cp\\u003eIn other words... why just go when you can go...WELL?\\u003c\\\/p\\u003e\\n\\u003cp\\u003eEven when tired or under the weather, we all should not be forgetting to make the most of things. We in VCCP took this advice also for our own advertising and maxed out the potential of everything Shell has to offer, whether it was the delicious meals from deli by Shell, the quality and efficient fuel of Shell V-Power, or Shell ClubSmart with all its rewards and discounts.\\u003c\\\/p\\u003e\\n\\u003cp\\u003eIn all the used channels, our #LoveYourCommutecampaign made sure to let everyone know that Shell is the best in what they do.\\u00a0Humour and light tone were absolutely indispensable to increase the positive impact of our advertising. We needed to really show people they had Shell on their side, which is more important than it sounds \\u2013 all the moments spent commuting can sum up to a truly big number, so who would want them to go to waste? We definitely wouldn\\u00b4t. We want to GO \\u2013 \\u2013 \\u2013 GO WELL.\\u003c\\\/p\\u003e\",\"image\":\"%7B%22alt%22:%22%22,%22title%22:%22work-shell-comutee-1%22,%22caption%22:%22%22,%22id%22:8887,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/prague\\\/?attachment_id=8887%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/prague\\\/wp-content\\\/uploads\\\/sites\\\/6\\\/2020\\\/08\\\/work-shell-comutee-1.jpg%22%7D\",\"blockId\":\"mP67k\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-mP67k\"} \/-->\n\n<!-- wp:lazyblock\/two-column-images {\"items\":\"%5B%7B%22image-768x768%22:%7B%22alt%22:%22%22,%22title%22:%22work-shell-comutee-2%22,%22caption%22:%22%22,%22id%22:8888,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/prague\\\/?attachment_id=8888%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/prague\\\/wp-content\\\/uploads\\\/sites\\\/6\\\/2020\\\/08\\\/work-shell-comutee-2.jpg%22%7D%7D,%7B%22image-768x768%22:%7B%22alt%22:%22%22,%22title%22:%22work-shell-comutee-3%22,%22caption%22:%22%22,%22id%22:8889,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/prague\\\/?attachment_id=8889%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/prague\\\/wp-content\\\/uploads\\\/sites\\\/6\\\/2020\\\/08\\\/work-shell-comutee-3.jpg%22%7D%7D%5D\",\"blockId\":\"Z20jWtE\",\"blockUniqueClass\":\"lazyblock-two-column-images-Z20jWtE\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"We wanted to help people with their commutes. 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