{"id":9952,"date":"2026-04-01T13:39:08","date_gmt":"2026-04-01T12:39:08","guid":{"rendered":"https:\/\/www.vccp.com\/czechia\/?post_type=work&#038;p=9952"},"modified":"2026-04-01T14:15:56","modified_gmt":"2026-04-01T13:15:56","slug":"partner-for-change","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/czechia\/work\/csob\/partner-for-change","title":{"rendered":"Partner for Change"},"content":{"rendered":"<div class=\"lazyblock-text-full-width-9cJvf wp-block-lazyblock-text-full-width\"><section class=\"fullwidth text-center\" data-aos=\"fade-up\">\n  <div class=\"container\">\n    \n    \n    <p>Life today is shaped by constant <strong>change<\/strong>. Some moments we plan for, others catch us off guard. Some are exciting, others challenging. <strong>Change is something people navigate every day<\/strong>.<\/p>\n<p>For \u010cSOB, this became the starting point for a new brand platform. As one of the country\u2019s leading financial groups, with the scale, innovation and expertise to play a much bigger role in people\u2019s lives, \u010cSOB needed a concept that reflects that strength in a way that feels more modern, more confident, and more relevant to the reality people live in today.<\/p>\n  <\/div>\n<\/section><\/div>\n\n<div class=\"lazyblock-video-Z2vIIUk 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\/1179132364?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-Z2lCClS wp-block-lazyblock-text-full-width\"><section class=\"fullwidth text-center\" data-aos=\"fade-up\">\n  <div class=\"container\">\n    \n    \n    <h4>\u201c<strong>As banking becomes more commoditised, brands have the opportunity to be more than just service providers. Our concept gives \u010cSOB an active role \u2013 not an invisible one in the background, but one that reflects the real impact it can have across different life moments.<\/strong>\u201d<\/h4>\n<h5>Ond\u0159ej Fiala, Business Director VCCP<\/h5>\n  <\/div>\n<\/section><\/div>\n\n<div class=\"lazyblock-image-full-width-ZRSY2z wp-block-lazyblock-image-full-width\"><section class=\"fullwidth fullwidth--img\">\n  \n  <img data-src=\"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2026\/04\/CSOB-campaign-vccp-prague-1-scaled.jpg\" alt=\"\" class=\"lazyload img-fluid\" \/>\n  \n<\/section><\/div>\n\n<div class=\"lazyblock-text-full-width-1oJbjM wp-block-lazyblock-text-full-width\"><section class=\"fullwidth text-center\" data-aos=\"fade-up\">\n  <div class=\"container\">\n    \n    \n    <p>To bring this role to life, the campaign introduces a new brand symbol \u2013 the <strong>Good Point<\/strong>. Evolving from a long-standing element of the \u010cSOB logo, it becomes a flexible device that represents the many ways the brand shows up in people\u2019s lives \u2013 encouraging, guiding, supporting or protecting them through moments of <strong>change<\/strong>.<\/p>\n  <\/div>\n<\/section><\/div>\n\n<div class=\"lazyblock-text-full-width-ZdDYXa wp-block-lazyblock-text-full-width\"><section class=\"fullwidth text-center\" data-aos=\"fade-up\">\n  <div class=\"container\">\n    \n    \n    <h4>\u201cThe Good Point symbolically expresses the role \u010cSOB plays in people\u2019s lives \u2013 supporting them when they want to make a change, guiding them through important decisions, or protecting them when things don\u2019t go according to plan.\u201d<\/h4>\n<h5>Ji\u0159\u00ed J\u00f3n, Executive Director for Group Communications and Marketing \u010cSOB<\/h5>\n  <\/div>\n<\/section><\/div>\n\n<div class=\"lazyblock-image-full-width-lsb6U wp-block-lazyblock-image-full-width\"><section class=\"fullwidth fullwidth--img\">\n  \n  <img data-src=\"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2026\/04\/CSOB-campaign-vccp-prague-2-scaled.jpg\" alt=\"\" class=\"lazyload img-fluid\" \/>\n  \n<\/section><\/div>\n\n<div class=\"lazyblock-text-full-width-18XMM0 wp-block-lazyblock-text-full-width\"><section class=\"fullwidth text-center\" data-aos=\"fade-up\">\n  <div class=\"container\">\n    \n    \n    <p>The campaign runs across TV, online, social, radio and out-of-home, supported by PR and non-traditional formats. A one-minute hero film launches the platform, followed by shorter formats and product-focused executions across key areas of the \u010cSOB portfolio.<\/p>\n  <\/div>\n<\/section><\/div>\n\n<div class=\"lazyblock-image-full-width-Z2lEmSu wp-block-lazyblock-image-full-width\"><section class=\"fullwidth fullwidth--img\">\n  \n  <img data-src=\"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2026\/04\/CSOB-campaign-vccp-prague-scaled.jpg\" alt=\"\" class=\"lazyload img-fluid\" \/>\n  \n<\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":74,"template":"","class_list":["post-9952","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["988"],"hero_video":"","hero_image":{"ID":9959,"id":9959,"title":"vccp prague-c\u030csob-launch","filename":"vccp-prague-csob-launch.jpg","filesize":549999,"url":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2026\/04\/vccp-prague-csob-launch.jpg","link":"https:\/\/www.vccp.com\/czechia\/work\/csob\/partner-for-change\/attachment\/vccp-prague-csob-launch","alt":"","author":"74","description":"","caption":"","name":"vccp-prague-csob-launch","status":"inherit","uploaded_to":9952,"date":"2026-04-01 12:38:55","modified":"2026-04-01 12:38:55","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.vccp.com\/czechia\/wp-includes\/images\/media\/default.png","width":1446,"height":680,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2026\/04\/vccp-prague-csob-launch-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2026\/04\/vccp-prague-csob-launch-300x141.jpg","medium-width":300,"medium-height":141,"medium_large":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2026\/04\/vccp-prague-csob-launch-768x361.jpg","medium_large-width":640,"medium_large-height":301,"large":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2026\/04\/vccp-prague-csob-launch-1024x482.jpg","large-width":640,"large-height":301,"1536x1536":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2026\/04\/vccp-prague-csob-launch.jpg","1536x1536-width":1446,"1536x1536-height":680,"2048x2048":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2026\/04\/vccp-prague-csob-launch.jpg","2048x2048-width":1446,"2048x2048-height":680,"Header":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2026\/04\/vccp-prague-csob-launch.jpg","Header-width":1446,"Header-height":680,"Wide":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2026\/04\/vccp-prague-csob-launch.jpg","Wide-width":1446,"Wide-height":680,"Square":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2026\/04\/vccp-prague-csob-launch-768x680.jpg","Square-width":768,"Square-height":680,"Tall":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2026\/04\/vccp-prague-csob-launch-307x615.jpg","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2026\/04\/vccp-prague-csob-launch-768x680.jpg","Mobile-width":768,"Mobile-height":680,"Facebook":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2026\/04\/vccp-prague-csob-launch-1200x630.jpg","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2026\/04\/vccp-prague-csob-launch-768x680.jpg","Grid-Item-Square-width":768,"Grid-Item-Square-height":680,"Grid-Item-Wide":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2026\/04\/vccp-prague-csob-launch-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\/2026\/04\/vccp-prague-csob-launch-307x615.jpg","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"client_id":"8467","meta-title":"\u010cSOB | Partner for Change","meta-description":"Life today is shaped by constant change. Some moments we plan for, others catch us off guard. Some are exciting, others challenging. Change is something people navigate every day.  For \u010cSOB, this became the starting point for a new brand platform. As one of the country\u2019s leading financial groups, with the scale, innovation and expertise to play a much bigger role in people\u2019s lives, \u010cSOB needed a concept that reflects that strength in a way that feels more modern, more confident, and more relevant to the reality people live in today.","social-media-image":false,"relateditems":[{"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\/9952","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=9952"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}