{"id":1850,"date":"2020-08-17T15:12:38","date_gmt":"2020-08-17T13:12:38","guid":{"rendered":"https:\/\/justprint.cz\/blog\/?p=1850"},"modified":"2020-08-18T14:20:26","modified_gmt":"2020-08-18T12:20:26","slug":"billboard-umeni-kreativita-media-nebo-nezadouci-dekorace-mest","status":"publish","type":"post","link":"https:\/\/justprint.cz\/blog\/billboard-umeni-kreativita-media-nebo-nezadouci-dekorace-mest\/","title":{"rendered":"Billboard &#8211; um\u011bn\u00ed, kreativita, m\u00e9dia nebo ne\u017e\u00e1douc\u00ed dekorace m\u011bst?"},"content":{"rendered":"\n<p>Billboardy &#8211; pro\nn\u011bkter\u00e9 nutn\u00e9 zlo a pochybn\u00e9 zdoben\u00ed m\u011bst, pro jin\u00e9 forma um\u011bn\u00ed a vynikaj\u00edc\u00ed\nn\u00e1stroj marketingov\u00e9 komunikace. P\u0159esto\u017ee vyvol\u00e1vaj\u00ed pom\u011brn\u011b mnoho kontroverz\u00ed,\nm\u016f\u017eeme je zcela odm\u00edtnout t\u00edm, \u017ee zcela p\u0159esuneme reklamn\u00ed aktivity do\nnehmatateln\u00e9 a prchlav\u00e9 digit\u00e1ln\u00ed formy? A nezp\u016fsob\u00ed takov\u00fd postup\nnenapraviteln\u00e9 \u0161kody jak inzerent\u016fm, tak p\u0159\u00edjemc\u016fm?<\/p>\n\n\n\n<!--more-->\n\n\n\n<h2><strong>Konec venkovn\u00ed reklamy?<\/strong><\/h2>\n\n\n\n<p>V prosinci 2019\nakce &#8222;White Christmas&#8220; od kanadsk\u00e9 kreativn\u00ed agentury WUNDER obnovila\ndiskusi o billboardech ve ve\u0159ejn\u00e9m prostoru. Ve m\u011bstech se objevily b\u00edl\u00e9\nobd\u00e9ln\u00edky, kter\u00e9 nahradily barevn\u00e9 plak\u00e1ty, reklamy na autobusech a zast\u00e1vk\u00e1ch.\nBillboardy pokryt\u00e9 b\u00edlou barvou vyvolaly velk\u00fd rozruch a agentura, kter\u00e1\ninvestovala 10 000 $, se nejen proslavila, ale hlavn\u011b vyvolala diskusi na t\u00e9ma\nvenkovn\u00ed reklamy.<\/p>\n\n\n\n<p>Jsme opravdu tak\nunaveni z reklamy, kter\u00e1 n\u00e1s bombarduje ze v\u0161ech stran, zejm\u00e9na v p\u0159edv\u00e1no\u010dn\u00edm\nobdob\u00ed? A opravdu bychom \u017eili l\u00e9pe, kdyby billboardy zcela zmizely z ve\u0159ejn\u00e9ho\nprostoru?<\/p>\n\n\n\n<ul class=\"wp-block-gallery columns-3 is-cropped\"><li class=\"blocks-gallery-item\"><figure><img width=\"733\" height=\"486\" src=\"https:\/\/justprint.cz\/blog\/wp-content\/uploads\/bia\u0142y_billboard.jpg\" alt=\"\" data-id=\"1859\" data-link=\"https:\/\/justprint.cz\/blog\/?attachment_id=1859\" class=\"wp-image-1859\" srcset=\"https:\/\/justprint.cz\/blog\/wp-content\/uploads\/bia\u0142y_billboard.jpg 733w, https:\/\/justprint.cz\/blog\/wp-content\/uploads\/bia\u0142y_billboard-300x199.jpg 300w, https:\/\/justprint.cz\/blog\/wp-content\/uploads\/bia\u0142y_billboard-585x388.jpg 585w, https:\/\/justprint.cz\/blog\/wp-content\/uploads\/bia\u0142y_billboard-263x175.jpg 263w\" sizes=\"(max-width: 733px) 100vw, 733px\" \/><\/figure><\/li><li class=\"blocks-gallery-item\"><figure><img width=\"731\" height=\"487\" src=\"https:\/\/justprint.cz\/blog\/wp-content\/uploads\/wunder_billboard.jpg\" alt=\"\" data-id=\"1856\" data-link=\"https:\/\/justprint.cz\/blog\/?attachment_id=1856\" class=\"wp-image-1856\" srcset=\"https:\/\/justprint.cz\/blog\/wp-content\/uploads\/wunder_billboard.jpg 731w, https:\/\/justprint.cz\/blog\/wp-content\/uploads\/wunder_billboard-300x200.jpg 300w, https:\/\/justprint.cz\/blog\/wp-content\/uploads\/wunder_billboard-585x390.jpg 585w, https:\/\/justprint.cz\/blog\/wp-content\/uploads\/wunder_billboard-263x175.jpg 263w\" sizes=\"(max-width: 731px) 100vw, 731px\" \/><\/figure><\/li><li class=\"blocks-gallery-item\"><figure><img width=\"732\" height=\"488\" src=\"https:\/\/justprint.cz\/blog\/wp-content\/uploads\/billboard_miejski.jpg\" alt=\"\" data-id=\"1855\" data-link=\"https:\/\/justprint.cz\/blog\/?attachment_id=1855\" class=\"wp-image-1855\" srcset=\"https:\/\/justprint.cz\/blog\/wp-content\/uploads\/billboard_miejski.jpg 732w, https:\/\/justprint.cz\/blog\/wp-content\/uploads\/billboard_miejski-300x200.jpg 300w, https:\/\/justprint.cz\/blog\/wp-content\/uploads\/billboard_miejski-585x390.jpg 585w, https:\/\/justprint.cz\/blog\/wp-content\/uploads\/billboard_miejski-263x175.jpg 263w\" sizes=\"(max-width: 732px) 100vw, 732px\" \/><\/figure><\/li><\/ul>\n\n\n\n<h2><strong>N\u00e1pad se br\u00e1n\u00ed s\u00e1m<\/strong><\/h2>\n\n\n\n<p>Odpov\u011b\u010f na v\u00fd\u0161e\nuvedenou ot\u00e1zku: nikoli nezbytn\u011b. Dob\u0159e navr\u017een\u00fd billboard je st\u00e1le schopen\nvzbudit emoce a pozitivn\u011b ovlivnit publikum. \u00da\u017easn\u00fd v\u00fdtvor, hra barev, 3D prvky\n&#8211; velkoform\u00e1tov\u00e1 reklama m\u016f\u017ee je\u0161t\u011b zp\u016fsobit radost, a v souladu se z\u00e1sadou\n&#8222;sky is the limit&#8220; se omezen\u00edm st\u00e1v\u00e1 jen fantazie tv\u016frce. Uk\u00e1zku\ntakov\u00e9ho um\u011bleck\u00e9ho zpracov\u00e1n\u00ed poskytla p\u0159ed \u010dasem BBC u p\u0159\u00edle\u017eitosti premi\u00e9ry\nseri\u00e1lu Dracula. Origin\u00e1ln\u00ed n\u00e1pad a pou\u017eit\u00ed soumraku jako spou\u0161\u0165\u011b aktivuj\u00edc\u00ed\nobraz skryt\u00fd na billboardu vyvolalo \u00fa\u017easn\u00fd efekt, kolem kter\u00e9ho bylo t\u011b\u017ek\u00e9\nproj\u00edt lhostejn\u00e9 a i t\u011bm nejzatvrzelej\u0161\u00ed odp\u016frc\u016fm t\u00e9to formy reklamy.<\/p>\n\n\n\n<figure class=\"wp-block-embed-youtube wp-block-embed is-type-video is-provider-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"BBC: Dracula\" width=\"1170\" height=\"658\" src=\"https:\/\/www.youtube.com\/embed\/tIEr1Pcu03Y?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2><strong>Billboard jako \u017eiv\u00fd<\/strong><\/h2>\n\n\n\n<p>Dal\u0161\u00edm p\u0159\u00edkladem kreativn\u00edho p\u0159\u00edstupu k billboard\u016fm je n\u00e1pad agentury Leo Burnett pro McDonalds, kter\u00e1 hledala n\u00e1pad k rozbit\u00ed image fastfoodov\u00e9 s\u00edt\u011b propagac\u00ed nab\u00eddky sal\u00e1t\u016f. \u00dakol byl navr\u017eendoslova! McDonalds se rozhodl vytvo\u0159it &#8222;\u017eiv\u00fd billboard&#8220;, na kter\u00e9m se objevily n\u00e1pisy Fresh Salads a logo McDonalds. Nezn\u00ed to moc efektn\u011b? Pokud by to byl skute\u010dn\u011b oby\u010dejn\u00fd potisk, tvorba by pravd\u011bpodobn\u011b nevzbudila velk\u00fd z\u00e1jem. S\u00ed\u0165 v\u0161ak vsadila na nestandardn\u00ed \u0159e\u0161en\u00ed \u2013 n\u00e1pis byl vyroben ze sazenic sal\u00e1tu, kter\u00e9 p\u0159i r\u016fstu s ka\u017ed\u00fdm dal\u0161\u00edm dnem st\u00e1le v\u00edce odhalovala slogan propagace \u010derstv\u00e9ho menu u McDonald. \u00da\u017easn\u00fd reklamn\u00ed vzorec byl trefou do \u010dern\u00e9ho a asociace, kter\u00e9 vyvolaly vzhled billboardu \u2013 &#8222;P\u0159\u00e1telsky, ekologicky a zdrav\u011b&#8220; \u2013 p\u0159esn\u011b zas\u00e1hly p\u0159edpoklady tohoto podniku.<\/p>\n\n\n\n<figure class=\"wp-block-embed-wordpress aligncenter wp-block-embed is-type-wp-embed is-provider-vimeo\"><div class=\"wp-block-embed__wrapper\">\n<iframe class=\"wp-embedded-content\" sandbox=\"allow-scripts\" security=\"restricted\" title=\"McDonald&#039;s - Fresh Salads\" src=\"https:\/\/player.vimeo.com\/video\/80022825?dnt=1&#038;app_id=122963#?secret=fYTqF2b5mC\" data-secret=\"fYTqF2b5mC\" width=\"1170\" height=\"658\" frameborder=\"0\"><\/iframe>\n<\/div><\/figure>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2><strong>Kdo vypil mou Coca-Colu?<\/strong><\/h2>\n\n\n\n<p>Pr\u00e1zdn\u00e1 l\u00e1hev,\nkdy\u017e m\u00e1te nejv\u011bt\u0161\u00ed \u017e\u00edze\u0148? \u017deb\u0159\u00edk vede k podez\u0159en\u00ed, \u017ee n\u00e1s n\u011bkdo p\u0159edb\u011bhl. Toto\nskv\u011bl\u00e9 d\u00edlo vytvo\u0159en\u00e9 kanadskou agenturou krom\u011b toho, \u017ee p\u0159et\u00e9k\u00e1 vynal\u00e9zavost\u00ed\njako prot\u0159epan\u00e1 Coca-Cola, m\u00e1 tak\u00e9 cenn\u00fd gamifika\u010dn\u00ed aspekt \u2013 p\u0159i pohledu na\nbillboard jsme se nejprve t\u00e1zali, zda tam byl \u017eeb\u0159\u00edk zanech\u00e1n z\u00e1m\u011brn\u011b, abychom\npo n\u011bm za chv\u00edli lezli v p\u0159edstav\u00e1ch pro odm\u011bnu, kterou je sl\u00e1mka. \ud83d\ude0a<\/p>\n\n\n\n<ul class=\"wp-block-gallery columns-2 is-cropped\"><li class=\"blocks-gallery-item\"><figure><img width=\"750\" height=\"524\" src=\"https:\/\/justprint.cz\/blog\/wp-content\/uploads\/coca-cola-billboard-drabina.jpg\" alt=\"Billboard Coca-Cola\" data-id=\"1853\" data-link=\"https:\/\/justprint.cz\/blog\/billboard-umeni-kreativita-media-nebo-nezadouci-dekorace-mest\/coca-cola-billboard-drabina\/\" class=\"wp-image-1853\" srcset=\"https:\/\/justprint.cz\/blog\/wp-content\/uploads\/coca-cola-billboard-drabina.jpg 750w, https:\/\/justprint.cz\/blog\/wp-content\/uploads\/coca-cola-billboard-drabina-300x210.jpg 300w, https:\/\/justprint.cz\/blog\/wp-content\/uploads\/coca-cola-billboard-drabina-585x409.jpg 585w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><\/figure><\/li><li class=\"blocks-gallery-item\"><figure><img width=\"600\" height=\"400\" src=\"https:\/\/justprint.cz\/blog\/wp-content\/uploads\/Coke_billboard.jpg\" alt=\"Billboard Coca-Cola\" data-id=\"1852\" data-link=\"https:\/\/justprint.cz\/blog\/billboard-umeni-kreativita-media-nebo-nezadouci-dekorace-mest\/coke_billboard\/\" class=\"wp-image-1852\" srcset=\"https:\/\/justprint.cz\/blog\/wp-content\/uploads\/Coke_billboard.jpg 600w, https:\/\/justprint.cz\/blog\/wp-content\/uploads\/Coke_billboard-300x200.jpg 300w, https:\/\/justprint.cz\/blog\/wp-content\/uploads\/Coke_billboard-585x390.jpg 585w, https:\/\/justprint.cz\/blog\/wp-content\/uploads\/Coke_billboard-263x175.jpg 263w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/figure><\/li><\/ul>\n\n\n\n<h2><strong>N\u00e1pad billboardu je polovinou \u00fasp\u011bchu<\/strong><\/h2>\n\n\n\n<p>Krom\u011b toho z\u00e1le\u017e\u00ed\ni na proveden\u00ed. NIKE dos\u00e1hlo mistrovstv\u00ed v kombinaci t\u011bchto dvou aspekt\u016f.\nBillboardy propaguj\u00edc\u00ed nov\u00e9 modely obuvi se objevuj\u00ed v neobvykl\u00fdch form\u00e1tech a\nm\u00edstech, kter\u00e9 dokonale zapadaj\u00ed do m\u011bstsk\u00e9ho prost\u0159ed\u00ed. N\u00ed\u017ee je jedna z\nnejzaj\u00edmav\u011bj\u0161\u00edch implementac\u00ed t\u00e9to zna\u010dky. Mimochodem, zaj\u00edmalo by m\u011b, kolik\n\u0159idi\u010d\u016f p\u0159i pohledu na ni reflexn\u011b stisklo brzdu. \ud83d\ude09<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img width=\"900\" height=\"614\" src=\"https:\/\/justprint.cz\/blog\/wp-content\/uploads\/nike-nietypowy-billboard.jpg\" alt=\"Billboard Nike\" class=\"wp-image-1857\" srcset=\"https:\/\/justprint.cz\/blog\/wp-content\/uploads\/nike-nietypowy-billboard.jpg 900w, https:\/\/justprint.cz\/blog\/wp-content\/uploads\/nike-nietypowy-billboard-300x205.jpg 300w, https:\/\/justprint.cz\/blog\/wp-content\/uploads\/nike-nietypowy-billboard-768x524.jpg 768w, https:\/\/justprint.cz\/blog\/wp-content\/uploads\/nike-nietypowy-billboard-585x399.jpg 585w\" sizes=\"(max-width: 900px) 100vw, 900px\" \/><\/figure>\n\n\n\n<p>Ji\u017e na t\u011bchto n\u011bkolika p\u0159\u00edkladech je vid\u011bt, \u017ee billboardy s \u00fasp\u011bchem mohou p\u0159edstavovat zaj\u00edmav\u00fd reklamn\u00ed nosi\u010d, a neobvykl\u00e9 v\u00fdtvory mohou p\u0159ekra\u010dovat tuto \u010dasto pochybnou sl\u00e1vu nedocen\u011bn\u00e9 formy reklamy na voln\u00e9m trhu. Nebojte se experimentovat a bavit slo\u017een\u00edm \u2013 promy\u0161len\u00fd billboard 3D s prvky gamingu se m\u016f\u017ee st\u00e1t fantastick\u00fdm \u0159e\u0161en\u00edm pro odli\u0161en\u00ed se od konkurence a zakotven\u00ed v pam\u011bti kupuj\u00edc\u00edho d\u00e9le, ne\u017e banner v digit\u00e1ln\u00ed form\u011b. <\/p>\n\n\n\n<p>Zaujali jsme V\u00e1s? Nav\u0161tivte Justprint a pod\u00edvejte se na n\u00e1\u0161 sortiment digit\u00e1ln\u00edch a offsetov\u00fdch billboard\u016f. A pokud po p\u0159e\u010dten\u00ed tohoto \u010dl\u00e1nku budete m\u00edt v hlav\u011b n\u011bco bl\u00e1zniv\u00e9ho, zeptejte se na nestandardn\u00ed realizaci na\u0161ich poradc\u016f. <\/p>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<p><strong>Zdroj grafick\u00fdch materi\u00e1l\u016f:<\/strong><\/p>\n\n\n\n<ul><li> wunder.ca <\/li><li> wvs.topleftpixel.com <\/li><li> lrps.pl <\/li><li> reklamyswiata.wordpress.com <\/li><\/ul>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Billboardy &#8211; pro n\u011bkter\u00e9 nutn\u00e9 zlo a pochybn\u00e9 zdoben\u00ed m\u011bst, pro jin\u00e9 forma um\u011bn\u00ed a vynikaj\u00edc\u00ed n\u00e1stroj marketingov\u00e9 komunikace. P\u0159esto\u017ee vyvol\u00e1vaj\u00ed pom\u011brn\u011b mnoho kontroverz\u00ed, m\u016f\u017eeme je zcela odm\u00edtnout t\u00edm, \u017ee&hellip;<\/p>\n","protected":false},"author":1,"featured_media":1854,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[36,37,35],"tags":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/justprint.cz\/blog\/wp-json\/wp\/v2\/posts\/1850"}],"collection":[{"href":"https:\/\/justprint.cz\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/justprint.cz\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/justprint.cz\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/justprint.cz\/blog\/wp-json\/wp\/v2\/comments?post=1850"}],"version-history":[{"count":8,"href":"https:\/\/justprint.cz\/blog\/wp-json\/wp\/v2\/posts\/1850\/revisions"}],"predecessor-version":[{"id":1870,"href":"https:\/\/justprint.cz\/blog\/wp-json\/wp\/v2\/posts\/1850\/revisions\/1870"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/justprint.cz\/blog\/wp-json\/wp\/v2\/media\/1854"}],"wp:attachment":[{"href":"https:\/\/justprint.cz\/blog\/wp-json\/wp\/v2\/media?parent=1850"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/justprint.cz\/blog\/wp-json\/wp\/v2\/categories?post=1850"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/justprint.cz\/blog\/wp-json\/wp\/v2\/tags?post=1850"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}