{"id":8740,"date":"2019-10-16T15:19:00","date_gmt":"2019-10-16T14:19:00","guid":{"rendered":"https:\/\/www.vccp.com\/prague\/?post_type=work&#038;p=8740"},"modified":"2020-08-26T15:18:00","modified_gmt":"2020-08-26T14:18:00","slug":"the-best-gifts-are-made-not-bought","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/czechia\/work\/albert\/the-best-gifts-are-made-not-bought","title":{"rendered":"The best gifts are made not bought"},"content":{"rendered":"<div class=\"lazyblock-two-column-text-quote-image-Z17DbNL 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          To create a hand-made gift is not easy, but cheers the most.                  <\/blockquote>\r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p>Inspiring people to eat healthy and really think about the food they consume \u2013 that is a mission that accompanies all the Albert campaigns. And since in VCCP Prague, we take this issue very personally \u2013 we all love to eat \u2013 we searched for tools that would encourage viewers to get creative about the food and help us once and for all change the commonly shared view of an often &#8220;dull&#8221; cooking routine.<\/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-Z2q6IJR 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\/301230802?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>\n\n<div class=\"lazyblock-quote-full-width-18r4QN wp-block-lazyblock-quote-full-width\">  <section class=\"fullwidth fullwidth--top-lg text-center\" data-aos=\"fade-up\">\n    <div class=\"container\">\n\n      <blockquote class=\"blockquote\">\n        We wanted to bring fresh inspiration to the kitchen. We wanted to show people that they could truly enjoy grocery shopping, combine ingredients in new, unexpected ways, and last, but not least, we wanted to show them that the time spent by preparing a meal was definitely worth their while \u2013 \u00b4cause it could be the time spent together. \n              <\/blockquote>\n\n    <\/div>\n  <\/section><\/div>\n\n<div class=\"lazyblock-video-104jel 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\/301863126?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>\n\n<div class=\"lazyblock-two-column-text-inline-image-button-Zir21P wp-block-lazyblock-two-column-text-inline-image-button\"><section class=\"fullwidth fullwidth--overflow \" data-aos=\"fade-up\">\n  <div class=\"container container--spaced-lg\">\n\n    <div class=\"row\">\n      <div class=\"col-md-6 p-md-0 \">\n      \n        <div class=\"\">\n          <picture class=\"embed-responsive-item\">\n            <source data-srcset=\"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2019\/10\/work-albert-gifts-content.jpg 768w\">\n            <img data-src=\"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2019\/10\/work-albert-gifts-content.jpg\" alt=\"\" class=\"lazyload img-fluid img-1-1\">\n          <\/picture>\n        <\/div>\n        \n      <\/div>\n\n      <div class=\"col-md-6 pt-md-0\">\n        <div class=\"content\">\n                    <h3>\n            Time and love are the main ingredients. \n                      <\/h3>\n                    \n          <div class=\"p\">\n            <p>In the previous campaigns, our creative team managed to transform cooking it into an enjoyable, meaningful activity through which we can all celebrate every single day \u2013 by devoting serious time and attention to food we are about to prepare, improving our family\u00b4s eating habits and having fun at the same time&#8230;<\/p>\n<p>And it was a similarly simple solution that we found when the one question that scares creatives all over the world from an early spring \u2013 How to return Christmas its true value? \u2013 started resonating through the walls of our agency.<\/p>          <\/div>\n          \n                  <\/div>\n      <\/div>\n    <\/div>\n\n  <\/div>\n<\/section><\/div>\n\n<div class=\"lazyblock-two-column-text-quote-image-1eiApN 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        <p>Let\u00b4s be honest, what we nowadays lack the most is the time for our family, the true joy taken of the common family activities, showing that despite all the every-day drama what matters the most are our loved ones. Through our Christmas spots, we stripped our often complicated reality down to the core, and highlighted the need for honest, hand-made gifts as the exact opposites of any last minute glitter. What is more, we did not reach for the probably expected scheme, but we let it be the children who rewarded their parents for all their patience and loving service.<\/p>        \r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p>Our powerful story radiated not only in the hearts of mums \u2013 along with the little boy baking cookies for his mummy, we introduced a touching story of a dedicated sports player preparing Camemberts for his team as a form of support, and for a granddad making a guitar-shaped cake for his granddaughter.<\/p>\n<p>The Albert Christmas campaign was an example of how deep human insight led to turning ordinary family moments into a heart-felt reminder of the permanence and unconditional nature of love.<\/p>  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":3,"template":"","class_list":["post-8740","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["988","8361"],"client_id":"8522","hero_video":"","hero_image":{"ID":8908,"id":8908,"title":"work-albert-gifts-featured-3","filename":"work-albert-gifts-featured-3-scaled.jpg","filesize":347074,"url":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2019\/10\/work-albert-gifts-featured-3-scaled.jpg","link":"https:\/\/www.vccp.com\/czechia\/work\/albert\/the-best-gifts-are-made-not-bought\/attachment\/work-albert-gifts-featured-3","alt":"","author":"9","description":"","caption":"","name":"work-albert-gifts-featured-3","status":"inherit","uploaded_to":8740,"date":"2020-08-20 13:33:58","modified":"2020-08-20 13:33:58","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.vccp.com\/czechia\/wp-includes\/images\/media\/default.png","width":2560,"height":960,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2019\/10\/work-albert-gifts-featured-3-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2019\/10\/work-albert-gifts-featured-3-300x113.jpg","medium-width":300,"medium-height":113,"medium_large":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2019\/10\/work-albert-gifts-featured-3-768x288.jpg","medium_large-width":640,"medium_large-height":240,"large":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2019\/10\/work-albert-gifts-featured-3-1024x384.jpg","large-width":640,"large-height":240,"1536x1536":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2019\/10\/work-albert-gifts-featured-3-1536x576.jpg","1536x1536-width":1536,"1536x1536-height":576,"2048x2048":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2019\/10\/work-albert-gifts-featured-3-2048x768.jpg","2048x2048-width":2048,"2048x2048-height":768,"Header":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2019\/10\/work-albert-gifts-featured-3-1920x720.jpg","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2019\/10\/work-albert-gifts-featured-3-1920x960.jpg","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2019\/10\/work-albert-gifts-featured-3-1152x1152.jpg","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2019\/10\/work-albert-gifts-featured-3-768x1152.jpg","Tall-width":307,"Tall-height":461,"Mobile":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2019\/10\/work-albert-gifts-featured-3-768x960.jpg","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2019\/10\/work-albert-gifts-featured-3-1200x630.jpg","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2019\/10\/work-albert-gifts-featured-3-768x768.jpg","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2019\/10\/work-albert-gifts-featured-3-768x384.jpg","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2019\/10\/work-albert-gifts-featured-3-384x768.jpg","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"The best gifts are made not bought.","meta-description":"In the previous campaigns, our creative team managed to transform cooking it into an enjoyable, meaningful activity through which we can all celebrate every single day \u2013 by devoting serious time and attention to food we are about to prepare, improving our family\u00b4s eating habits and having fun at the same time... And it was a similarly simple solution that we found when the one question that scares creatives all over the world from an early spring \u2013 How to return Christmas its true value? \u2013 started resonating through the walls of our agency. ","social-media-image":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2020\/08\/work-albert-gifts-social.jpg","relateditems":[{"relateditem":{"ID":8746,"post_author":"3","post_date":"2019-10-17 16:57:24","post_date_gmt":"2019-10-17 15:57:24","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"341543823\",\"blockId\":\"Zpps6s\",\"blockUniqueClass\":\"lazyblock-video-Zpps6s\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-right\":\"\\u003cp\\u003eWhat a pity that the simplest truth often remains hidden from us. Especially from those who love each other the most, like children and their parents. That is why we decided to introduce B\u0159ez\u0148\u00e1k as means of easing the communication inside families and improving relationships.\\u003c\/p\\u003e\\n\\u003cp\\u003eAt the beginning, B\u0159ez\u0148\u00e1k was a local, North Bohemian beer. Old school all the way through, just like the lives of the men who drank it. Proud, traditional men who, however, were not aware of how special they were for the people around them. And we knew it was time to change it. For those men as well as B\u0159ez\u0148\u00e1k.\\u003c\/p\\u003e\\n\\u003cp\\u003eWe based our campaign on celebrating the local fathers. On their strengths and abilities to make it through even during the hardest times \u2013 on everything that made them the real HEROES \u2013 without their knowing it.\\u003c\/p\\u003e\",\"quote\":\"Lubo\u0161, the Dad: \u201cMe a hero? I definitely wouldn\u00b4t call myself that.\u201d Petr, the son: \u201cThe biggest hero? My dad.\u201d\",\"blockId\":\"267UwT\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-267UwT\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"\u201cDads definitely deserve recognition, but nowadays, somehow, there\u00b4s not enough space for children, or sons, especially, to express how they feel about them.\u201d\",\"blockId\":\"Xpidc\",\"blockUniqueClass\":\"lazyblock-quote-full-width-Xpidc\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-id\":\"164106449\",\"blockId\":\"1QHr1J\",\"blockUniqueClass\":\"lazyblock-video-1QHr1J\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-right\":\"\\u003cp\\u003eFor the start, we used the image that little boys project onto their fathers \u2013 they see them as superheroes. And we could be sure that this hyperbole worked perfectly in ATL communication. But we needed more. We needed to find the key to why it ever stopped working like this, why fathers of growing boys think they are doing something wrong and why they never see eye to eye with each other.\\u003c\/p\\u003e\\n\\u003cp\\u003eNo, the sons\u00b4 image of their superhero fathers does not change throughout life, e\u2013eh. It just somehow gets lost in all the hustle and bustle of everyday events and in the lack of will to maintain a quality communication. That is why the goal of the digital part of the campaign was to encourage the sons to take their fathers out for a beer and really TALK to them.\\u003c\/p\\u003e\",\"quote\":\"\u201cWe believe that the values by which our fathers have lived are still relevant to young people today. And we know that developing a good relationship takes time.\u201d\",\"blockId\":\"Z1UYhqv\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z1UYhqv\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-id\":\"254669266\",\"blockId\":\"en84y\",\"blockUniqueClass\":\"lazyblock-video-en84y\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-id\":\"255022001\",\"blockId\":\"Z1VeQqp\",\"blockUniqueClass\":\"lazyblock-video-Z1VeQqp\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003eThe second wave of the communication draws on celebrating the older generation as well as what B\u0159ez\u0148\u00e1k itself represents \u2013 tradition, respect, doing things slowly and the right way. We celebrate the taking time. Because the really good things always take time.\u00a0As a result of the \u201cOur Heroes\u201d campaign, B\u0159ez\u0148\u00e1k is now a national brand.\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003eThe campaign generated 1,000,000 YouTube views and increased the brand\u00b4s yearly revenues by 10 %. The on-trade market grew by one fifth.\u00a0We were given Gold Effie and Gold ADC awards for the campaign, but the greatest result was that many of us now take their dads for a beer more often and can finally utter the sentence: \u201cYou know, Dad, in my eyes, you have always been a hero.\u201d\\u003c\/p\\u003e\",\"blockId\":\"Z18GPdE\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z18GPdE\"} \/-->","post_title":"Our Heroes","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"our-heroes","to_ping":"","pinged":"","post_modified":"2020-08-26 15:24:06","post_modified_gmt":"2020-08-26 14:24:06","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/prague\/?post_type=work&#038;p=8746","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. 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