{"id":9713,"date":"2025-02-10T10:12:10","date_gmt":"2025-02-10T10:12:10","guid":{"rendered":"https:\/\/www.vccp.com\/prague\/?post_type=work&#038;p=9713"},"modified":"2025-02-10T10:23:12","modified_gmt":"2025-02-10T10:23:12","slug":"birell-rejects-meal-pairing-stereotypes","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/czechia\/work\/birell-2\/birell-rejects-meal-pairing-stereotypes","title":{"rendered":"Birell rejects meal pairing stereotypes"},"content":{"rendered":"<div class=\"lazyblock-text-full-width-2us8hm wp-block-lazyblock-text-full-width\"><section class=\"fullwidth text-center\" data-aos=\"fade-up\">\n  <div class=\"container\">\n    \n    \n    <p class=\"p1\"><strong>Once again, Birell takes on a familiar topic\u2014challenging stereotypes and encouraging people to be more open-minded. Today on the menu: mealtime!<\/strong><\/p>\n<p class=\"p1\">Birell treats every campaign as an opportunity to challenge the category, and this brief was no different. Our task was to spotlight stereotypes around drink choices with meals and show that food tastes best when you choose what you love. This time, the campaign strengthens Birell\u2019s connection to dining occasions, reinforcing its role as a natural and versatile choice for any meal.<\/p>\n  <\/div>\n<\/section><\/div>\n\n<div class=\"lazyblock-quote-full-width-20EOdk 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 connect the brand with one of the biggest consumption occasions\u2014mealtime\u2014in a lighthearted way and show that our wide range truly offers something for every dish. \n        <cite>Oliver J\u00e1chymovsk\u00fd, Senior Brand Manager, Birell<\/cite>      <\/blockquote>\n\n    <\/div>\n  <\/section><\/div>\n\n<div class=\"lazyblock-text-full-width-Z1zflno wp-block-lazyblock-text-full-width\"><section class=\"fullwidth text-center\" data-aos=\"fade-up\">\n  <div class=\"container\">\n    \n    \n    <p class=\"p1\">Returning to the creative platform <i>\u201cWe\u2019re all in the same boat\u201d<\/i><b>, <\/b>the campaign once again takes us aboard the Birell boat, where our protagonists navigate a variety of mealtime moments\u2014from a barbecue to an unexpected home delivery. No matter what\u2019s on the menu, there\u2019s always a Birell close by, perfectly complementing everything from classic Czech dishes to burgers and even sushi. The campaign also marks the debut of the brand\u2019s most popular flavor, Pomelo\/Grapefruit, in a sleek new transparent glass bottle.\u00a0<\/p>\n  <\/div>\n<\/section><\/div>\n\n<div class=\"lazyblock-carousel-ZYf3ee wp-block-lazyblock-carousel\">  <section class=\"fullwidth\">\r\n    <div class=\"container container--spaced-sm\">\r\n\r\n      <div id=\"imageCarousel\" class=\"carousel slide  carousel--with-indicators  \" data-ride=\"carousel\" data-interval=\"0\">\r\n        \r\n                \r\n        <div class=\"carousel-inner\">\r\n          \r\n                              \r\n          <div class=\"carousel-item  active\">\r\n          \r\n                        <div class=\"embed-responsive embed-responsive-16by9\" data-component=\"video\">\r\n              <iframe data-src=\"https:\/\/player.vimeo.com\/video\/1055146734?title=0&amp;byline=0&amp;portrait=0&amp;color=6cbef1&amp;playsinline=0\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>                          <\/div>\r\n                      \r\n                        \r\n            \r\n          <\/div>\r\n          \r\n                              \r\n          <div class=\"carousel-item \">\r\n          \r\n                        <div class=\"embed-responsive embed-responsive-16by9\" data-component=\"video\">\r\n              <iframe data-src=\"https:\/\/player.vimeo.com\/video\/1055146544?title=0&amp;byline=0&amp;portrait=0&amp;color=6cbef1&amp;playsinline=0\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>                          <\/div>\r\n                      \r\n                        \r\n            \r\n          <\/div>\r\n          \r\n                              \r\n          <div class=\"carousel-item \">\r\n          \r\n                        <div class=\"embed-responsive embed-responsive-16by9\" data-component=\"video\">\r\n              <iframe data-src=\"https:\/\/player.vimeo.com\/video\/1055146696?title=0&amp;byline=0&amp;portrait=0&amp;color=6cbef1&amp;playsinline=0\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>                          <\/div>\r\n                      \r\n                        \r\n            \r\n          <\/div>\r\n          \r\n                              \r\n          <div class=\"carousel-item \">\r\n          \r\n                        <div class=\"embed-responsive embed-responsive-16by9\" data-component=\"video\">\r\n              <iframe data-src=\"https:\/\/player.vimeo.com\/video\/1055146595?title=0&amp;byline=0&amp;portrait=0&amp;color=6cbef1&amp;playsinline=0\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>                          <\/div>\r\n                      \r\n                        \r\n            \r\n          <\/div>\r\n          \r\n                    \r\n        <\/div>\r\n        \r\n                <div class=\"carousel-controls\">\r\n          <a class=\"carousel-control-prev btn btn-sm btn-icon-only h5 btn-theme-black\" href=\"#imageCarousel\" role=\"button\" data-slide=\"prev\">\r\n          <svg class=\"icon \"><use xlink:href=\"https:\/\/www.vccp.com\/czechia\/wp-content\/themes\/vccp-theme\/static\/assets\/image\/icons.svg#icon-left-open\"><\/use><\/svg>\r\n            <span class=\"sr-only\">Previous<\/span>\r\n          <\/a>\r\n    \r\n          <a class=\"carousel-control-next btn btn-sm btn-icon-only h5 btn-theme-black\" href=\"#imageCarousel\" role=\"button\" data-slide=\"next\">\r\n            <svg class=\"icon \"><use xlink:href=\"https:\/\/www.vccp.com\/czechia\/wp-content\/themes\/vccp-theme\/static\/assets\/image\/icons.svg#icon-right-open\"><\/use><\/svg>\r\n            <span class=\"sr-only\">Next<\/span> \r\n          <\/a>\r\n        <\/div>\r\n                \r\n                <ol class=\"carousel-indicators\">\r\n                              <li data-target=\"#imageCarousel\" data-slide-to=\"0\" class=\"active\"><\/li>\r\n                              <li data-target=\"#imageCarousel\" data-slide-to=\"1\" class=\"\"><\/li>\r\n                              <li data-target=\"#imageCarousel\" data-slide-to=\"2\" class=\"\"><\/li>\r\n                              <li data-target=\"#imageCarousel\" data-slide-to=\"3\" class=\"\"><\/li>\r\n                            <\/ol>\r\n        \r\n      <\/div>\r\n\r\n    <\/div>\r\n  <\/section>\r\n<\/div>\n\n<div class=\"lazyblock-quote-full-width-1yuu1D 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        Lager with sv\u00ed\u010dkov\u00e1, a cola with a burger&#8230; Even here, stereotypes and ingrained expectations come into play. Our job with every campaign is to highlight the absurdity of how we box ourselves into set patterns. \n        <cite>Dragan Veki\u0107, Senior Copywriter VCCP<\/cite>      <\/blockquote>\n\n    <\/div>\n  <\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":63,"template":"","class_list":["post-9713","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["988"],"hero_video":"","hero_image":{"ID":9715,"id":9715,"title":"LP header","filename":"LP-header-1.png","filesize":1496849,"url":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2025\/02\/LP-header-1.png","link":"https:\/\/www.vccp.com\/czechia\/work\/birell-2\/birell-rejects-meal-pairing-stereotypes\/attachment\/lp-header-15","alt":"","author":"63","description":"","caption":"","name":"lp-header-15","status":"inherit","uploaded_to":9713,"date":"2025-02-10 10:22:44","modified":"2025-02-10 10:22:44","menu_order":0,"mime_type":"image\/png","type":"image","subtype":"png","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\/2025\/02\/LP-header-1-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2025\/02\/LP-header-1-300x113.png","medium-width":300,"medium-height":113,"medium_large":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2025\/02\/LP-header-1-768x288.png","medium_large-width":640,"medium_large-height":240,"large":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2025\/02\/LP-header-1-1024x384.png","large-width":640,"large-height":240,"1536x1536":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2025\/02\/LP-header-1-1536x576.png","1536x1536-width":1536,"1536x1536-height":576,"2048x2048":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2025\/02\/LP-header-1.png","2048x2048-width":1920,"2048x2048-height":720,"Header":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2025\/02\/LP-header-1.png","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2025\/02\/LP-header-1.png","Wide-width":1920,"Wide-height":720,"Square":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2025\/02\/LP-header-1-768x720.png","Square-width":768,"Square-height":720,"Tall":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2025\/02\/LP-header-1-307x615.png","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2025\/02\/LP-header-1-768x720.png","Mobile-width":768,"Mobile-height":720,"Facebook":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2025\/02\/LP-header-1-1200x630.png","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2025\/02\/LP-header-1-768x720.png","Grid-Item-Square-width":768,"Grid-Item-Square-height":720,"Grid-Item-Wide":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2025\/02\/LP-header-1-768x384.png","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2025\/02\/LP-header-1-307x615.png","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"client_id":"9086","meta-title":"Birell rejects meal pairing stereotypes","meta-description":"Once again, Birell takes on a familiar topic\u2014challenging stereotypes and encouraging people to be more open-minded. Today on the menu: mealtime!","social-media-image":false,"relateditems":false,"related_content_title":"You may also like","hide_related_items":[],"visible_on_home_page":["1"]},"_links":{"self":[{"href":"https:\/\/www.vccp.com\/czechia\/wp-json\/wp\/v2\/work\/9713","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.vccp.com\/czechia\/wp-json\/wp\/v2\/work"}],"about":[{"href":"https:\/\/www.vccp.com\/czechia\/wp-json\/wp\/v2\/types\/work"}],"author":[{"embeddable":true,"href":"https:\/\/www.vccp.com\/czechia\/wp-json\/wp\/v2\/users\/63"}],"wp:attachment":[{"href":"https:\/\/www.vccp.com\/czechia\/wp-json\/wp\/v2\/media?parent=9713"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}