{"id":34831,"date":"2024-03-22T09:48:52","date_gmt":"2024-03-22T08:48:52","guid":{"rendered":"https:\/\/nakaza.sk\/?page_id=34831"},"modified":"2024-11-27T16:26:53","modified_gmt":"2024-11-27T15:26:53","slug":"becep-kampan","status":"publish","type":"page","link":"https:\/\/nakaza.sk\/becep-kampan\/","title":{"rendered":"BECEP – Kampa\u0148"},"content":{"rendered":"\t\t
N\u00e1\u0161 dlhoro\u010dn\u00fd klient BECEP<\/a><\/span><\/span> <\/span><\/strong>(<\/span>oddelenie Ministerstva dopravy Slovenskej republiky)<\/span> potreboval po dlhej dobe vytvori\u0165 osvetov\u00fa kampa\u0148 na Slovensku, ktor\u00e1 mala komunikova\u0165 4 d\u00f4le\u017eit\u00e9 r\u00e1mcov\u00e9 t\u00e9my po\u010das <\/span>1 roka. <\/span><\/strong><\/span><\/p>\n Kampa\u0148 mala prebieha\u0165 prostredn\u00edctvom vide\u00ed, spr\u00e1vy soci\u00e1lnych siet\u00ed, blogov, nat\u00edvnej reklamy a r\u00e1dio spotov.<\/span><\/strong> Rozhodli sa teda spusti\u0165 verejn\u00e9 obstar\u00e1vanie, do ktor\u00e9ho sme sa zapojili. Zadanie \u201cs\u00fa\u0165a\u017ee\u201d znelo jasne: Vytvori\u0165 scen\u00e1r pre 1. r\u00e1mcov\u00fa t\u00e9mu: Alkohol za volantom.<\/span><\/p>\n R\u00e1mcov\u00e9 t\u00e9my: Ke\u010f\u017ee \u010d\u00edtate t\u00fato case study, je jasn\u00e9, \u017ee sa n\u00e1m verejn\u00e9 obstar\u00e1vanie podarilo s na\u0161im scen\u00e1rom vyhra\u0165.<\/span><\/strong><\/p> Mohla sa teda za\u010da\u0165 pr\u00edprava a tou m\u00e1me na mysli strat\u00e9giu a kreat\u00edvny koncept,<\/span><\/strong> v ktorom sme navrhli cel\u00e9 smerovanie kampane pre v\u0161etky 4 r\u00e1mcov\u00e9 t\u00e9my a tie\u017e vizu\u00e1l, v ktorom by sa mala kampa\u0148 nies\u0165 po\u010das cel\u00e9ho roka. Rozhodli sme sa vsadi\u0165 na em\u00f3cie<\/span><\/strong>, preto sme pri obsahu, ktor\u00fd rozoberal negat\u00edvnu t\u00e9mu zvolili \u010diernobiele fotografie s ve\u013ek\u00fdm textom a kontrastnou \u010dervenou farbou. Naopak pri pozit\u00edvnom obsahu, ktor\u00fd mal za \u00falohu hlavne vzdel\u00e1va\u0165 boli fotografie farebn\u00e9 so zelen\u00fdm textom, \u010do je aj farba BECEP-u. Do ka\u017ed\u00e9ho vizu\u00e1lu sme kreat\u00edvnym sp\u00f4sobom implementovali aj logo, ktor\u00e9 nen\u00e1padne vych\u00e1dza z bieleho r\u00e1m\u010deku, v\u010faka \u010domu si \u013eudia n\u00e1\u0161 obsah nikdy nepom\u00fdlia s niek\u00fdm in\u00fdm.<\/span><\/p> Pre vide\u00e1, ktor\u00e9 boli k\u013e\u00fa\u010dov\u00fdm vizu\u00e1lom<\/span><\/strong> sme vymysleli koncept, na ktorom ch\u00fdbaj\u00fa hlavn\u00e9 postavy a iba o nich hovor\u00edme. Pre\u010do na obraze nie s\u00fa? Preto\u017ee sa napr. stali obe\u0165ou vodi\u010da pod vplyvom alkoholu alebo sp\u00f4sobili v\u00e1\u017enu dopravn\u00fa nehodu, za ktor\u00fa teraz nes\u00fa n\u00e1sledky a podobne. Na tieto vide\u00e1 boli naviazan\u00e9 aj r\u00e1dio spoty<\/span><\/strong>, ktor\u00e9 odzrkad\u013eovali ich obsah. Voice overy do vide\u00ed a r\u00e1dio spoty n\u00e1m pomohol nahra\u0165 n\u00e1\u0161, u\u017e star\u00fd zn\u00e1my<\/span> Peter Ba\u017e\u00edk<\/span>,<\/a><\/span><\/strong>\u00a0ktor\u00fd svojim hlasom v\u017edy vedel vystihn\u00fa\u0165 atmosf\u00e9ru aktu\u00e1lneho videa alebo r\u00e1dio spotu.<\/span><\/p>\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
<\/span><\/strong><\/p>\n\n