{"id":9774,"date":"2025-05-05T09:48:29","date_gmt":"2025-05-05T08:48:29","guid":{"rendered":"https:\/\/www.vccp.com\/czechia\/?post_type=work&#038;p=9774"},"modified":"2025-05-05T10:40:00","modified_gmt":"2025-05-05T09:40:00","slug":"zero-gravity","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/czechia\/work\/proud\/zero-gravity","title":{"rendered":"Zero Gravity"},"content":{"rendered":"<div class=\"lazyblock-text-full-width-Z2qQlmE wp-block-lazyblock-text-full-width\"><section class=\"fullwidth text-center\" data-aos=\"fade-up\">\n  <div class=\"container\">\n    \n    \n    <p><strong>Czech beers are typically heavy and bitter, with a long-standing tradition that defines the market. Proud, however, sets itself apart with a lighter, fresher taste. Our task was to find a fresh, bold way to reinforce its proposition \u2014 not just saying it, but bringing it to life.<\/strong><\/p>\n<p>Lightness is at the heart of Proud\u2019s promise. Instead of simply talking about being refreshing, we launched a promotion where consumers could win a zero-gravity flight and experience true lightness for themselves. Zero Gravity became the ultimate proof of it \u2014 a bold, tangible way to demonstrate the brand\u2019s main asset.<\/p>\n  <\/div>\n<\/section><\/div>\n\n<div class=\"lazyblock-video-2gUCeU 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\/1080765896?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-text-full-width-27bAfM wp-block-lazyblock-text-full-width\"><section class=\"fullwidth text-center\" data-aos=\"fade-up\">\n  <div class=\"container\">\n    \n    \n    <p>The promotion invited consumers to collect codes from bottles and cans and enter for a chance to win a zero-gravity flight \u2014 an experience that truly embodied the brand\u2019s lightness.<\/p>\n  <\/div>\n<\/section><\/div>\n\n<div class=\"lazyblock-video-Z2bUo35 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\/1080765934?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":74,"template":"","class_list":["post-9774","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["988"],"client_id":"9616","hero_video":"","hero_image":{"ID":9779,"id":9779,"title":"Proud Zero Gravity","filename":"Proud-ZG-web-2-scaled.jpg","filesize":229219,"url":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2025\/05\/Proud-ZG-web-2-scaled.jpg","link":"https:\/\/www.vccp.com\/czechia\/work\/proud\/zero-gravity\/attachment\/proud-zg-web-2","alt":"","author":"74","description":"","caption":"","name":"proud-zg-web-2","status":"inherit","uploaded_to":9774,"date":"2025-05-05 09:13:04","modified":"2025-05-05 09:38:38","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":1438,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2025\/05\/Proud-ZG-web-2-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2025\/05\/Proud-ZG-web-2-300x169.jpg","medium-width":300,"medium-height":169,"medium_large":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2025\/05\/Proud-ZG-web-2-768x432.jpg","medium_large-width":640,"medium_large-height":360,"large":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2025\/05\/Proud-ZG-web-2-1024x575.jpg","large-width":640,"large-height":359,"1536x1536":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2025\/05\/Proud-ZG-web-2-1536x863.jpg","1536x1536-width":1536,"1536x1536-height":863,"2048x2048":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2025\/05\/Proud-ZG-web-2-2048x1151.jpg","2048x2048-width":2048,"2048x2048-height":1151,"Header":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2025\/05\/Proud-ZG-web-2-1920x720.jpg","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2025\/05\/Proud-ZG-web-2-1920x960.jpg","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2025\/05\/Proud-ZG-web-2-768x768.jpg","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2025\/05\/Proud-ZG-web-2-307x615.jpg","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2025\/05\/Proud-ZG-web-2-768x960.jpg","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2025\/05\/Proud-ZG-web-2-1200x630.jpg","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2025\/05\/Proud-ZG-web-2-768x768.jpg","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2025\/05\/Proud-ZG-web-2-768x384.jpg","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2025\/05\/Proud-ZG-web-2-307x615.jpg","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"Zero Gravity","meta-description":"Lightness is at the heart of Proud\u2019s promise. Instead of simply talking about being refreshing, we launched a promotion where consumers could win a zero-gravity flight and experience true lightness for themselves","social-media-image":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2025\/05\/Proud-ZG-web-2-scaled.jpg","relateditems":[{"relateditem":{"ID":9614,"post_author":"63","post_date":"2024-04-02 14:05:13","post_date_gmt":"2024-04-02 13:05:13","post_content":"<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp class=\\u0022p1\\u0022\\u003eThere\u2019s no doubt that the Czechs are a beer nation and die-hard lager lovers. Yet, the beer landscape is changing, and with new generations and modern lifestyles come new taste preferences. Reacting to an increased demand for beers lighter in taste and alcohol content, Plze\u0148sk\u00fd Prazdroj launched Proud, a modern, new generation lager.\\u003c\/p\\u003e\\n\\u003cp class=\\u0022p1\\u0022\\u003e\\u003cstrong\\u003eJakub Marek\\u003c\/strong\\u003e, the marketing manager for premium beers at Plze\u0148sk\u00fd Prazdroj, comments on the new trend: \\u0022We're seeing a growing interest in lighter drinks, especially among young adults. They're looking for not just excellent taste but also experiences associated with consumption. They are also concerned with their image - how they look with a bottle in hand. Proud directly responds to these demands, reflecting the current lifestyle, which we've also mirrored in the campaign.\\u0022\\u003c\/p\\u003e\\n\\u003cp class=\\u0022p1\\u0022\\u003eOur \\u0022Turn the Tide\\u0022 campaign draws inspiration from Proud's ambigram logo, encouraging people to step out of their daily routines and embrace life's spontaneous moments.\\u003c\/p\\u003e\",\"blockId\":\"oT5Eg\",\"blockUniqueClass\":\"lazyblock-text-full-width-oT5Eg\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-id\":\"929825615\",\"blockId\":\"Z2l0225\",\"blockUniqueClass\":\"lazyblock-video-Z2l0225\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp class=\\u0022p1\\u0022\\u003e\\u003cstrong\\u003eDejan \u0160tajnberger\\u003c\/strong\\u003e, Executive Creative Director at VCCP, shares his vision: \\u0022Proud is set to challenge Czech beer culture. We created a distinctive brand world that resonates closely with the product and its logo, all while maintaining a refreshing and light-hearted tone that reflects the beer's character.\\u0022\\u003c\/p\\u003e\",\"blockId\":\"Zf4I0F\",\"blockUniqueClass\":\"lazyblock-text-full-width-Zf4I0F\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-id\":\"929825635\",\"blockId\":\"Z2qxAly\",\"blockUniqueClass\":\"lazyblock-video-Z2qxAly\"} \/-->","post_title":"Proud \u2013 the new generation lager","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"proud-the-new-generation-lager","to_ping":"","pinged":"","post_modified":"2024-04-02 14:17:26","post_modified_gmt":"2024-04-02 13:17:26","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/prague\/?post_type=work&#038;p=9614","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":9502,"post_author":"63","post_date":"2023-06-26 14:21:46","post_date_gmt":"2023-06-26 13:21:46","post_content":"<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp class=\\u0022p1\\u0022\\u003eDespite being an undisputed leader of the non-alcoholic beer market, Birell certainly doesn\u2019t lack challenger spirit, and perhaps that\u2019s why our partnership has been so fruitful. \u201cAll in the same boat\u201d marks the fourth year of our cooperation and introduces a new long-term platform for the brand\u2019s mission to challenge stereotypes and prejudice - starting with one that\u2019s still very pressing in our culture.\\u003cspan class=\\u0022Apple-converted-space\\u0022\\u003e\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp class=\\u0022p1\\u0022\\u003eDrinking non-alco in social situations is still often met with many preconceptions and even judgement. Birell\u2019s ambition is to encourage people to be more open-minded and as a result, enjoy spending time together regardless of anyone\u2019s choices. Yes, you can be a part of the group if you drink non-alco. No, it doesn\u2019t mean you have a problem. Yes, you can have fun. Yes, you can also drink non-alco beer at work! And yes, it does taste as good as regular beer.\\u003cspan class=\\u0022Apple-converted-space\\u0022\\u003e\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp class=\\u0022p1\\u0022\\u003e\u201cAll in the same boat\u201d is our sixth campaign for Birell, and we hope with each one, we\u2019re one step closer to a more open-minded, accepting society.\\u003c\/p\\u003e\",\"blockId\":\"1ymfqN\",\"blockUniqueClass\":\"lazyblock-text-full-width-1ymfqN\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-id\":\"839702894\",\"blockId\":\"r5sPa\",\"blockUniqueClass\":\"lazyblock-video-r5sPa\"} \/-->\n\n<!-- wp:lazyblock\/carousel {\"items\":\"%5B%7B%22video-source%22:%22vimeo%22,%22video-id%22:%22839702973%22%7D,%7B%22video-source%22:%22vimeo%22,%22video-id%22:%22839703137%22%7D,%7B%22video-source%22:%22vimeo%22,%22video-id%22:%22840742489%22%7D%5D\",\"arrow-controls\":true,\"dot-controls\":true,\"blockId\":\"2wy5bt\",\"blockUniqueClass\":\"lazyblock-carousel-2wy5bt\"} \/-->","post_title":"All in the same boat with Birell","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"all-in-the-same-boat-with-birell","to_ping":"","pinged":"","post_modified":"2023-06-29 09:14:48","post_modified_gmt":"2023-06-29 08:14:48","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/prague\/?post_type=work&#038;p=9502","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":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\/9774","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\/74"}],"wp:attachment":[{"href":"https:\/\/www.vccp.com\/czechia\/wp-json\/wp\/v2\/media?parent=9774"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}