{"id":8830,"date":"2019-08-29T14:54:00","date_gmt":"2019-08-29T13:54:00","guid":{"rendered":"https:\/\/www.vccp.com\/prague\/?post_type=work&#038;p=8830"},"modified":"2020-08-26T15:53:49","modified_gmt":"2020-08-26T14:53:49","slug":"either-youre-a-king-or-youre-not","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/czechia\/work\/krusovice\/either-youre-a-king-or-youre-not","title":{"rendered":"Either you&#8217;re a king or you&#8217;re not"},"content":{"rendered":"<div class=\"lazyblock-two-column-text-quote-image-1vn4HI 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          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.                  <\/blockquote>\r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p>Tradition, 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.<\/p>\n<p>We 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.<\/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-hW794 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\/93590573?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-quote-image-2DgLD 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>Our \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.<\/p>\n<p>He 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.<\/p>        \r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p>For 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.<\/p>\n<p>Our 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.<\/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-text-full-width-bold-ZFvNHj wp-block-lazyblock-text-full-width-bold\"><section class=\"fullwidth text-center\" data-aos=\"fade-up\">\n  <div class=\"container\">\n\n    <h4>\u201cWhat would you trade for the beer, honey bear?\u201d<\/h4>\n\n  <\/div>\n<\/section><\/div>\n\n<div class=\"lazyblock-video-Px6eH 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\/93590572?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":3,"template":"","class_list":["post-8830","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["988","8339","8361"],"client_id":"8539","hero_video":"363574900","hero_image":{"ID":8832,"id":8832,"title":"work-krusovice-king-featured","filename":"work-krusovice-king-featured.jpg","filesize":32052,"url":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2019\/08\/work-krusovice-king-featured.jpg","link":"https:\/\/www.vccp.com\/czechia\/work\/krusovice\/either-youre-a-king-or-youre-not\/attachment\/work-krusovice-king-featured","alt":"","author":"9","description":"","caption":"","name":"work-krusovice-king-featured","status":"inherit","uploaded_to":8830,"date":"2020-08-19 13:58:49","modified":"2020-08-19 13:58:49","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.vccp.com\/czechia\/wp-includes\/images\/media\/default.png","width":768,"height":768,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2019\/08\/work-krusovice-king-featured-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2019\/08\/work-krusovice-king-featured-300x300.jpg","medium-width":300,"medium-height":300,"medium_large":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2019\/08\/work-krusovice-king-featured.jpg","medium_large-width":640,"medium_large-height":640,"large":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2019\/08\/work-krusovice-king-featured.jpg","large-width":640,"large-height":640,"1536x1536":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2019\/08\/work-krusovice-king-featured.jpg","1536x1536-width":768,"1536x1536-height":768,"2048x2048":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2019\/08\/work-krusovice-king-featured.jpg","2048x2048-width":768,"2048x2048-height":768,"Header":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2019\/08\/work-krusovice-king-featured-768x720.jpg","Header-width":768,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2019\/08\/work-krusovice-king-featured.jpg","Wide-width":768,"Wide-height":768,"Square":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2019\/08\/work-krusovice-king-featured.jpg","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2019\/08\/work-krusovice-king-featured.jpg","Tall-width":307,"Tall-height":307,"Mobile":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2019\/08\/work-krusovice-king-featured.jpg","Mobile-width":768,"Mobile-height":768,"Facebook":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2019\/08\/work-krusovice-king-featured-768x630.jpg","Facebook-width":768,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2019\/08\/work-krusovice-king-featured-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\/08\/work-krusovice-king-featured-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\/08\/work-krusovice-king-featured-384x768.jpg","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"Krusovice","meta-description":"For 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.  Our 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. 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