{"id":1723,"date":"2020-08-17T15:12:40","date_gmt":"2020-08-17T13:12:40","guid":{"rendered":"https:\/\/justprint.sk\/blog\/?p=1723"},"modified":"2020-08-18T14:27:52","modified_gmt":"2020-08-18T12:27:52","slug":"billboard-umenie-vytvor-komunikacne-medium-alebo-nechcena-ozdoba-miest","status":"publish","type":"post","link":"https:\/\/justprint.sk\/blog\/2020\/08\/billboard-umenie-vytvor-komunikacne-medium-alebo-nechcena-ozdoba-miest\/","title":{"rendered":"Billboard \u2013 umenie, v\u00fdtvor, komunika\u010dn\u00e9 m\u00e9dium, alebo nechcen\u00e1 ozdoba miest?"},"content":{"rendered":"\n<p>Billboardy \u2013 pre niektor\u00fdch potrebn\u00e9 zlo a pochybn\u00e1 ozdoba miest, pre in\u00fdch forma umenia a dokonal\u00fd n\u00e1stroj pre marketingov\u00fa komunik\u00e1ciu. Aj ke\u010f vzbudzuj\u00fa ve\u013ea kontroverzi\u00ed, m\u00f4\u017eeme ich presta\u0165 \u00faplne pou\u017e\u00edva\u0165 a celkovo prenies\u0165 propaga\u010dn\u00e9 \u010dinnosti na nehmotn\u00fd a nepolapite\u013en\u00fd digit\u00e1lny produkt? A nebolo by tak\u00e9 konanie spojen\u00e9 s nenapravite\u013en\u00fdm po\u0161koden\u00edm tak inzerentov, ako aj pr\u00edjemcov?<\/p>\n\n\n\n<!--more-->\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Koniec vonkaj\u0161ej reklamy?<\/strong><\/h2>\n\n\n\n<p>V decembri 2019 kampa\u0148 \u201eWhite Christmas\u201d kanadskej kreat\u00edvnej agent\u00fary WUNDER op\u00e4\u0165 o\u017eivila diskusiu o billboardoch vo verejnom priestore. V mest\u00e1ch sa objavili biele obd\u013a\u017eniky, ktor\u00e9 nahr\u00e1dzali farebn\u00e9 plag\u00e1ty, reklamy na autobusoch a zast\u00e1vkach. Biele billboardy vyvolali ve\u013ea vzru\u0161enia a agent\u00fara, ktor\u00e1 investovala 10 000 dol\u00e1rov, z\u00edskala nielen sl\u00e1vu, ale \u2013 \u010do je d\u00f4le\u017eitej\u0161ie \u2013 vyvolala diskusiu o vonkaj\u0161\u00edch aktivit\u00e1ch.<\/p>\n\n\n\n<p>Sme naozaj tak\nunaven\u00ed z rekl\u00e1m, ktor\u00e9 n\u00e1s bombarduj\u00fa zo v\u0161etk\u00fdch str\u00e1n, najm\u00e4 v predviano\u010dnom\nobdob\u00ed? A bol by n\u00e1\u0161 \u017eivot naozaj lep\u0161\u00ed, keby billboardy \u00faplne zmizli z\nverejn\u00fdch priestorov?<\/p>\n\n\n\n<ul class=\"wp-block-gallery columns-3 is-cropped wp-block-gallery-1 is-layout-flex\"><li class=\"blocks-gallery-item\"><figure><img decoding=\"async\" loading=\"lazy\" width=\"731\" height=\"487\" src=\"https:\/\/justprint.sk\/blog\/wp-content\/uploads\/2020\/08\/wunder_billboard.jpg\" alt=\"Biele billboardy\" data-id=\"1726\" data-link=\"https:\/\/justprint.sk\/blog\/2020\/08\/billboard-umenie-vytvor-komunikacne-medium-alebo-nechcena-ozdoba-miest\/wunder_billboard\/\" class=\"wp-image-1726\" srcset=\"https:\/\/justprint.sk\/blog\/wp-content\/uploads\/2020\/08\/wunder_billboard.jpg 731w, https:\/\/justprint.sk\/blog\/wp-content\/uploads\/2020\/08\/wunder_billboard-300x200.jpg 300w, https:\/\/justprint.sk\/blog\/wp-content\/uploads\/2020\/08\/wunder_billboard-585x390.jpg 585w, https:\/\/justprint.sk\/blog\/wp-content\/uploads\/2020\/08\/wunder_billboard-263x175.jpg 263w\" sizes=\"(max-width: 731px) 100vw, 731px\" \/><\/figure><\/li><li class=\"blocks-gallery-item\"><figure><img decoding=\"async\" loading=\"lazy\" width=\"732\" height=\"488\" src=\"https:\/\/justprint.sk\/blog\/wp-content\/uploads\/2020\/08\/billboard_miejski.jpg\" alt=\"Biele billboardy\" data-id=\"1724\" data-link=\"https:\/\/justprint.sk\/blog\/2020\/08\/billboard-umenie-vytvor-komunikacne-medium-alebo-nechcena-ozdoba-miest\/billboard_miejski\/\" class=\"wp-image-1724\" srcset=\"https:\/\/justprint.sk\/blog\/wp-content\/uploads\/2020\/08\/billboard_miejski.jpg 732w, https:\/\/justprint.sk\/blog\/wp-content\/uploads\/2020\/08\/billboard_miejski-300x200.jpg 300w, https:\/\/justprint.sk\/blog\/wp-content\/uploads\/2020\/08\/billboard_miejski-585x390.jpg 585w, https:\/\/justprint.sk\/blog\/wp-content\/uploads\/2020\/08\/billboard_miejski-263x175.jpg 263w\" sizes=\"(max-width: 732px) 100vw, 732px\" \/><\/figure><\/li><li class=\"blocks-gallery-item\"><figure><img decoding=\"async\" loading=\"lazy\" width=\"733\" height=\"486\" src=\"https:\/\/justprint.sk\/blog\/wp-content\/uploads\/2020\/08\/bia\u0142y_billboard.jpg\" alt=\"Biele billboardy\" data-id=\"1725\" data-link=\"https:\/\/justprint.sk\/blog\/2020\/08\/billboard-umenie-vytvor-komunikacne-medium-alebo-nechcena-ozdoba-miest\/bialy_billboard\/\" class=\"wp-image-1725\" srcset=\"https:\/\/justprint.sk\/blog\/wp-content\/uploads\/2020\/08\/bia\u0142y_billboard.jpg 733w, https:\/\/justprint.sk\/blog\/wp-content\/uploads\/2020\/08\/bia\u0142y_billboard-300x199.jpg 300w, https:\/\/justprint.sk\/blog\/wp-content\/uploads\/2020\/08\/bia\u0142y_billboard-585x388.jpg 585w, https:\/\/justprint.sk\/blog\/wp-content\/uploads\/2020\/08\/bia\u0142y_billboard-263x175.jpg 263w\" sizes=\"(max-width: 733px) 100vw, 733px\" \/><\/figure><\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>N\u00e1pad sa br\u00e1ni s\u00e1m<\/strong><\/h2>\n\n\n\n<p>Odpove\u010f na vy\u0161\u0161ie uveden\u00fa ot\u00e1zku znie: nevyhnutne. Dobre navrhnut\u00fd <a href=\"https:\/\/justprint.sk\/produkty\/billboardy\">billboard <\/a>st\u00e1le dok\u00e1\u017ee vyvol\u00e1va\u0165 em\u00f3cie a ma\u0165 pozit\u00edvny vplyv na pr\u00edjemcu. Prekvapiv\u00fd v\u00fdtvor, hra farieb, 3D prvky \u2013 ve\u013ekoform\u00e1tov\u00e1 reklama m\u00f4\u017ee st\u00e1le vzbudi\u0165 obdiv a pod\u013ea princ\u00edpu \u201esky is the limit\u201d ju m\u00f4\u017ee obmedzi\u0165 iba predstavivos\u0165 tvorcu. BBC predviedla uk\u00e1\u017eku tak\u00e9hoto umenia pri pr\u00edle\u017eitosti premi\u00e9ry seri\u00e1lu Dracula<strong>. Origin\u00e1lny n\u00e1pad a pou\u017eitie s\u00famraku ako sp\u00fa\u0161\u0165a\u010da na aktiv\u00e1ciu obrazu skryt\u00e9ho na billboarde viedli k prekvapuj\u00facemu efektu<\/strong>, ktor\u00fd \u0165a\u017eko dok\u00e1zali prekona\u0165 aj t\u00ed najtvrd\u0161\u00ed protivn\u00edci tejto 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 loading=\"lazy\" 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 class=\"wp-block-heading\"><strong>Billboard ako \u017eiv\u00fd<\/strong><\/h2>\n\n\n\n<p>\u010eal\u0161\u00edm pr\u00edkladom kreat\u00edvneho pr\u00edstupu k <strong>billboardom je my\u0161lienka Leo Burnetta pre McDonalds<\/strong>, ktor\u00e1 h\u013eadal my\u0161lienku na prelomenie imid\u017eu re\u0165azca pon\u00fakaj\u00faceho r\u00fdchle ob\u010derstvenie a chcel propagova\u0165 ponuku \u0161al\u00e1tov. \u00daloha bola splnen\u00e1 doslova! Spolo\u010dnos\u0165 McDonalds sa rozhodla vytvori\u0165 \u201e\u017eiv\u00fd billboard\u201d, na ktorom sa objavil n\u00e1pis Fresh Salads a logo McDonalds. Neznie to pr\u00edli\u0161 ve\u013ekolepo? Pokia\u013e by to bola skuto\u010dne oby\u010dajn\u00e1 tla\u010d, v\u00fdtvor by pravdepodobne nevzbudil ve\u013ek\u00fd z\u00e1ujem. Tento re\u0165azec sa v\u0161ak rozhodol pre ne\u0161tandardn\u00e9 rie\u0161enie \u2013 n\u00e1pis bol vyroben\u00fd zo saden\u00edc \u0161al\u00e1tu, ktor\u00fd ka\u017ed\u00fdm d\u0148om rastli a st\u00e1le viac exponovali slogan propaguj\u00faci \u010derstv\u00e9 menu v McDonald&#8217;s. Prekvapiv\u00fd sp\u00f4sob reklamy bol hit a asoci\u00e1cie vyvolan\u00e9 poh\u013eadom na billboard \u2013 \u201epriate\u013esky, ekologicky a zdravo\u201d \u2013 presne zasiahli predpoklady tohto projektu.<\/p>\n\n\n\n<figure class=\"wp-block-embed-wordpress 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=ev4SXiGIcs\" data-secret=\"ev4SXiGIcs\" 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 class=\"wp-block-heading\"><strong>Kto vypil moju Coca-Colu?<\/strong><\/h2>\n\n\n\n<p>Pr\u00e1zdna f\u013ea\u0161a, ke\u010f si najviac sm\u00e4dn\u00fd? Rebr\u00edk vyvol\u00e1va podozrenie, \u017ee n\u00e1s niekto predbehol. Tento skvel\u00fd v\u00fdtvor, ktor\u00fa vytvorila kanadsk\u00e1 agent\u00fara, okrem skuto\u010dnosti, \u017ee kyp\u00ed vynaliezavos\u0165ou ako pretrepan\u00e1 f\u013ea\u0161ka Coca-Coly, m\u00e1 tie\u017e cenn\u00fd aspekt gamifik\u00e1cie \u2013 pri poh\u013eade na billboard sa najsk\u00f4r p\u00fdtame, \u010di tu zostal rebr\u00edk \u00famyselne, aby sme sa po \u0148om vo svojej fant\u00e1zii za chv\u00ed\u013eu vy\u0161plhali po odmenu, ktorou je slamka. \ud83d\ude0a<\/p>\n\n\n\n<ul class=\"wp-block-gallery columns-2 is-cropped wp-block-gallery-3 is-layout-flex\"><li class=\"blocks-gallery-item\"><figure><img decoding=\"async\" loading=\"lazy\" width=\"750\" height=\"524\" src=\"https:\/\/justprint.sk\/blog\/wp-content\/uploads\/2020\/08\/coca-cola-billboard-drabina.jpg\" alt=\"Billboardy Coca-Cola\" data-id=\"1730\" data-link=\"https:\/\/justprint.sk\/blog\/2020\/08\/billboard-umenie-vytvor-komunikacne-medium-alebo-nechcena-ozdoba-miest\/coca-cola-billboard-drabina\/\" class=\"wp-image-1730\" srcset=\"https:\/\/justprint.sk\/blog\/wp-content\/uploads\/2020\/08\/coca-cola-billboard-drabina.jpg 750w, https:\/\/justprint.sk\/blog\/wp-content\/uploads\/2020\/08\/coca-cola-billboard-drabina-300x210.jpg 300w, https:\/\/justprint.sk\/blog\/wp-content\/uploads\/2020\/08\/coca-cola-billboard-drabina-585x409.jpg 585w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><\/figure><\/li><li class=\"blocks-gallery-item\"><figure><img decoding=\"async\" loading=\"lazy\" width=\"600\" height=\"400\" src=\"https:\/\/justprint.sk\/blog\/wp-content\/uploads\/2020\/08\/Coke_billboard.jpg\" alt=\"Billboardy Coca-Cola\" data-id=\"1729\" data-link=\"https:\/\/justprint.sk\/blog\/2020\/08\/billboard-umenie-vytvor-komunikacne-medium-alebo-nechcena-ozdoba-miest\/coke_billboard\/\" class=\"wp-image-1729\" srcset=\"https:\/\/justprint.sk\/blog\/wp-content\/uploads\/2020\/08\/Coke_billboard.jpg 600w, https:\/\/justprint.sk\/blog\/wp-content\/uploads\/2020\/08\/Coke_billboard-300x200.jpg 300w, https:\/\/justprint.sk\/blog\/wp-content\/uploads\/2020\/08\/Coke_billboard-585x390.jpg 585w, https:\/\/justprint.sk\/blog\/wp-content\/uploads\/2020\/08\/Coke_billboard-263x175.jpg 263w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/figure><\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>N\u00e1pad na billboard je polovicou \u00faspechu<\/strong><\/h2>\n\n\n\n<p>Okrem n\u00e1padu je d\u00f4le\u017eit\u00e1 aj realiz\u00e1cia. Spolo\u010dnosti NIKE sa podarilo majstrovsky zvl\u00e1dnu\u0165 kombin\u00e1ciu t\u00fdchto dvoch aspektov. <strong>Billboardy propaguj\u00face nov\u00e9 modely obuvi <\/strong>sa objavuj\u00fa v neobvykl\u00fdch form\u00e1toch a miestach, ktor\u00e9 dokonale zodpovedaj\u00fa mestskej \u0161trukt\u00fare. Ni\u017e\u0161ie je uveden\u00e1 jedna z najzauj\u00edmavej\u0161\u00edch projektov tejto zna\u010dky. Mimochodom, zauj\u00edmalo by ma, ko\u013eko vodi\u010dov pri poh\u013eade na t\u00fato reklamu in\u0161tinkt\u00edvne stla\u010dilo brzdu. \ud83d\ude09<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" loading=\"lazy\" width=\"900\" height=\"614\" src=\"https:\/\/justprint.sk\/blog\/wp-content\/uploads\/2020\/08\/nike-nietypowy-billboard.jpg\" alt=\"Billboard Nike\" class=\"wp-image-1727\" srcset=\"https:\/\/justprint.sk\/blog\/wp-content\/uploads\/2020\/08\/nike-nietypowy-billboard.jpg 900w, https:\/\/justprint.sk\/blog\/wp-content\/uploads\/2020\/08\/nike-nietypowy-billboard-300x205.jpg 300w, https:\/\/justprint.sk\/blog\/wp-content\/uploads\/2020\/08\/nike-nietypowy-billboard-768x524.jpg 768w, https:\/\/justprint.sk\/blog\/wp-content\/uploads\/2020\/08\/nike-nietypowy-billboard-585x399.jpg 585w\" sizes=\"(max-width: 900px) 100vw, 900px\" \/><\/figure>\n\n\n\n<p>T\u00fdchto nieko\u013eko pr\u00edkladov u\u017e ukazuje, \u017ee billboardy m\u00f4\u017eu by\u0165 \u00faspe\u0161ne zauj\u00edmav\u00fdm reklamn\u00fdm m\u00e9diom a nekonven\u010dn\u00e9 v\u00fdtvory prelomia t\u00fato \u010dasto pochybn\u00fa sl\u00e1vu tejto podcenenej formy vonkaj\u0161ej reklamy. Odpor\u00fa\u010dame v\u00e1m experimentova\u0165 a hra\u0165 sa s n\u00e1vrhom \u2013 premyslen\u00fd 3D billboard s prvkami gamifik\u00e1cie m\u00f4\u017ee by\u0165 fantastick\u00fdm rie\u0161en\u00edm, aby vynikol pred konkurenciou a zostal v mysliach kupuj\u00facich dlh\u0161ie ako banner v digit\u00e1lnej podobe. <\/p>\n\n\n\n<p>Zmotivovali V\u00e1s? Nav\u0161t\u00edvte Justprint a pozrite si na\u0161u ponuku digit\u00e1lnych a ofsetov\u00fdch billboardov. A ak po pre\u010d\u00edtan\u00ed tohto \u010dl\u00e1nku m\u00e1te na mysli nie\u010do \u0161ialenej\u0161ie, op\u00fdtajte sa na ne\u0161tandardn\u00e9 projekty na\u0161ich konzultantov. <\/p>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<p><strong>Zdroj grafick\u00fdch materi\u00e1lov:<\/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","protected":false},"excerpt":{"rendered":"<p>Billboardy \u2013 pre niektor\u00fdch potrebn\u00e9 zlo a pochybn\u00e1 ozdoba miest, pre in\u00fdch forma umenia a dokonal\u00fd n\u00e1stroj pre marketingov\u00fa komunik\u00e1ciu. Aj ke\u010f vzbudzuj\u00fa ve\u013ea kontroverzi\u00ed, m\u00f4\u017eeme ich presta\u0165 \u00faplne pou\u017e\u00edva\u0165&hellip;<\/p>\n","protected":false},"author":1,"featured_media":1731,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[36,37,35],"tags":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/justprint.sk\/blog\/wp-json\/wp\/v2\/posts\/1723"}],"collection":[{"href":"https:\/\/justprint.sk\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/justprint.sk\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/justprint.sk\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/justprint.sk\/blog\/wp-json\/wp\/v2\/comments?post=1723"}],"version-history":[{"count":2,"href":"https:\/\/justprint.sk\/blog\/wp-json\/wp\/v2\/posts\/1723\/revisions"}],"predecessor-version":[{"id":1733,"href":"https:\/\/justprint.sk\/blog\/wp-json\/wp\/v2\/posts\/1723\/revisions\/1733"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/justprint.sk\/blog\/wp-json\/wp\/v2\/media\/1731"}],"wp:attachment":[{"href":"https:\/\/justprint.sk\/blog\/wp-json\/wp\/v2\/media?parent=1723"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/justprint.sk\/blog\/wp-json\/wp\/v2\/categories?post=1723"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/justprint.sk\/blog\/wp-json\/wp\/v2\/tags?post=1723"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}