{"id":5757,"date":"2022-03-17T07:00:00","date_gmt":"2022-03-17T06:00:00","guid":{"rendered":"https:\/\/superznamka.si\/?p=5757"},"modified":"2022-03-09T15:17:58","modified_gmt":"2022-03-09T14:17:58","slug":"manj-ko-ves-bolj-si-kreativen","status":"publish","type":"post","link":"https:\/\/superznamka.si\/manj-ko-ves-bolj-si-kreativen\/","title":{"rendered":"MANJ, KO VE\u0160, BOLJ SI KREATIVEN"},"content":{"rendered":"\n<p>Velika pohvala in poklon <strong>Bo\u0161tjanu Prijanovi\u010du<\/strong>, direktorju in partnerju v agenciji <strong><span class=\"has-inline-color has-magenta-color\">New Moment Ljubljana<\/span><\/strong>. Na predavanju<span class=\"has-inline-color has-magenta-color\"> <strong>PR teatra<\/strong><\/span> konec lanskega leta <em>Nova normalnost, nova kreativnost<\/em> je predstavil novosti v ogla\u0161evanju in se vpra\u0161al, zakaj (\u010de sploh) je pomembno biti druga\u010den. Od primera do primera je prepri\u010dljivo spomnil, kako se je vedno smiselno vra\u010dati k cilju, ki si ga zadamo, ter ob tem razmi\u0161ljati s svojo glavo. \u201cNe rabimo otrok u\u010diti, da so kreativni!\u201d \u0160e kako dr\u017ei. Neko\u010d mi je v diskusiji cenjeni slikar podobno dejal; kako napa\u010dne so tiste craft tehnike u\u010denja risanja, ki otroke popeljejo od prve do naslednje \u010drte, korak za korakom, namesto da bi se pri otrokovih prvih \u010di\u010dkah \u010da\u010dkah pustila prosta pot lastni domi\u0161ljiji. Zato mu je najve\u010dji absurd, ko ga sku\u0161ajo najeti za u\u010denje risanja po korakih. Vse je prav in ni\u010d ni narobe obenem.\u00a0<\/p>\n\n\n\n<p>Nenehno se poudarja, kako se v ogla\u0161evanju stvari spreminjajo hitro. Da, spreminja se tehnologija, sama logika kreativnosti pa ne. Veliko je lepih besed in besednih zvez, ki so obenem tako prazne. Imamo nove kli\u0161eje (npr. nova normalnost) in nove na\u010dine komunikacije, ki pa nujno ne predstavljajo vi\u0161jega pomena ali dodane vrednosti. So zgolj aktualne puhlice.<\/p>\n\n\n\n<p>Kaj ustvarja dobre oglase in vsebine? \u010ce deluje, deluje. \u010ce ne deluje, ne deluje, je preprost Prijanovi\u010dev odgovor. Zato ne smemo oglasa, zgodbe, vsebine nikoli soditi po tem, kaj re\u010de teta, stric, babica, prijatelj. Klju\u010dna pri vsem skupaj je dobra ekipa, ki zgodbo, oglas ustvarja. Prijanovi\u010d tu smiselno naglasi lastnosti <em>high performance\/high trust <\/em>znotraj ekipe, ki pa jih je te\u017eko dobiti ali zgraditi. Predavanje pa je argumentirano zaklju\u010dil z zbirko bolj ali manj legendarnih oglasnih sporo\u010dil, ki so, nekatera neposre\u010deno, druga posre\u010deno, zaokro\u017eila \u0161est klju\u010dnih smernic, ki so pomembne pri ogla\u0161evanju: 1) <strong><span class=\"has-inline-color has-magenta-color\">Novo<\/span><\/strong>. 2) <strong><span class=\"has-inline-color has-magenta-color\">Druga\u010dno<\/span><\/strong>. 3) <strong><span class=\"has-inline-color has-magenta-color\">Uporabljajte dialekt<\/span><\/strong>. 4) <strong><span class=\"has-inline-color has-magenta-color\">Prepletite vse medije v eno zgodbo<\/span><\/strong>. 5) <strong><span class=\"has-inline-color has-magenta-color\">Ustvarjajte parodije (ali pa ne)<\/span><\/strong>. 6) <strong><span class=\"has-inline-color has-magenta-color\">Uporabite storytelling<\/span><\/strong>.\u00a0 <\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"750\" height=\"750\" src=\"https:\/\/superznamka.si\/wp-content\/uploads\/2022\/03\/260707216_372646811305089_3503779708340692149_n.jpg\" alt=\"\" class=\"wp-image-5758\" srcset=\"https:\/\/superznamka.si\/wp-content\/uploads\/2022\/03\/260707216_372646811305089_3503779708340692149_n.jpg 750w, https:\/\/superznamka.si\/wp-content\/uploads\/2022\/03\/260707216_372646811305089_3503779708340692149_n-480x480.jpg 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) 750px, 100vw\" \/><figcaption><span style=\"font-size: 12px;\"><strong>Bo\u0161tjan Prijanovi\u010d<\/strong>, vir slike: instagram.com\/pr_teater <\/span><\/figcaption><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>Velika pohvala in poklon Bo\u0161tjanu Prijanovi\u010du, direktorju in partnerju v agenciji New Moment Ljubljana. Na predavanju PR teatra konec lanskega leta Nova normalnost, nova kreativnost je predstavil novosti v ogla\u0161evanju in se vpra\u0161al, zakaj (\u010de sploh) je pomembno biti druga\u010den. Od primera do primera je prepri\u010dljivo spomnil, kako se je vedno smiselno vra\u010dati k cilju, [&hellip;]<\/p>\n","protected":false},"author":8,"featured_media":5758,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"off","_et_pb_old_content":"","_et_gb_content_width":"","advgb_blocks_editor_width":"","advgb_blocks_columns_visual_guide":"","inline_featured_image":false,"spay_email":""},"categories":[36,34],"tags":[],"author_meta":{"display_name":"Nika Ruter","author_link":"https:\/\/superznamka.si\/author\/nikar\/"},"featured_img":"https:\/\/superznamka.si\/wp-content\/uploads\/2022\/03\/260707216_372646811305089_3503779708340692149_n-300x300.jpg","yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>MANJ, KO VE\u0160, BOLJ SI KREATIVEN - Super Znamka<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/superznamka.si\/manj-ko-ves-bolj-si-kreativen\/\" \/>\n<meta property=\"og:locale\" content=\"sl_SI\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"MANJ, KO VE\u0160, BOLJ SI KREATIVEN - Super Znamka\" \/>\n<meta property=\"og:description\" content=\"Velika pohvala in poklon Bo\u0161tjanu Prijanovi\u010du, direktorju in partnerju v agenciji New Moment Ljubljana. Na predavanju PR teatra konec lanskega leta Nova normalnost, nova kreativnost je predstavil novosti v ogla\u0161evanju in se vpra\u0161al, zakaj (\u010de sploh) je pomembno biti druga\u010den. Od primera do primera je prepri\u010dljivo spomnil, kako se je vedno smiselno vra\u010dati k cilju, [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/superznamka.si\/manj-ko-ves-bolj-si-kreativen\/\" \/>\n<meta property=\"og:site_name\" content=\"Super Znamka\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/superznamka\" \/>\n<meta property=\"article:published_time\" content=\"2022-03-17T06:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-03-09T14:17:58+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/superznamka.si\/wp-content\/uploads\/2022\/03\/260707216_372646811305089_3503779708340692149_n.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"750\" \/>\n\t<meta property=\"og:image:height\" content=\"750\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Nika Ruter\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minuti\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Organization\",\"@id\":\"https:\/\/superznamka.si\/#organization\",\"name\":\"Revija Super Znamka\",\"url\":\"https:\/\/superznamka.si\/\",\"sameAs\":[\"https:\/\/www.facebook.com\/superznamka\"],\"logo\":{\"@type\":\"ImageObject\",\"@id\":\"https:\/\/superznamka.si\/#logo\",\"inLanguage\":\"sl-SI\",\"url\":\"https:\/\/superznamka.si\/wp-content\/uploads\/2021\/01\/superznamka-logo.svg\",\"contentUrl\":\"https:\/\/superznamka.si\/wp-content\/uploads\/2021\/01\/superznamka-logo.svg\",\"width\":100,\"height\":100,\"caption\":\"Revija Super Znamka\"},\"image\":{\"@id\":\"https:\/\/superznamka.si\/#logo\"}},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/superznamka.si\/#website\",\"url\":\"https:\/\/superznamka.si\/\",\"name\":\"Super Znamka\",\"description\":\"Nova slovenska revija s fokusom na znam\u010denje in marketing.\",\"publisher\":{\"@id\":\"https:\/\/superznamka.si\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/superznamka.si\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"sl-SI\"},{\"@type\":\"ImageObject\",\"@id\":\"https:\/\/superznamka.si\/manj-ko-ves-bolj-si-kreativen\/#primaryimage\",\"inLanguage\":\"sl-SI\",\"url\":\"https:\/\/superznamka.si\/wp-content\/uploads\/2022\/03\/260707216_372646811305089_3503779708340692149_n.jpg\",\"contentUrl\":\"https:\/\/superznamka.si\/wp-content\/uploads\/2022\/03\/260707216_372646811305089_3503779708340692149_n.jpg\",\"width\":750,\"height\":750},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/superznamka.si\/manj-ko-ves-bolj-si-kreativen\/#webpage\",\"url\":\"https:\/\/superznamka.si\/manj-ko-ves-bolj-si-kreativen\/\",\"name\":\"MANJ, KO VE\u0160, BOLJ SI KREATIVEN - 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