Following the amendment to the Road Act, the client Mattoni decided to say goodbye to his iconic eagles in the form of commercial banners. But not at all. He decided to give them a new goal, and so also our team started to work.
The unmistakable eagle-shaped advertising carriers of Mattoni have been appearing in the Czech landscape since the 1990s and have become an integral part of it. A public opinion poll showed that for a significant part of the Czech population their removal would be perceived as a sad event. Therefore, in cooperation with the Prague City Gallery and the Academy of Fine Arts in Prague, the client organized a competition for young artists and their art designs were used as a new design for the former eye-catchers.
Media coverage of the whole project was positive and the whole AMI team managed to inform about unique cultural project in 70 media outlets in 2018. We added information about the new eagles with a number of high-quality photographs and time-lapse videos, arranged large interviews with the authors and utilized the regional potential of the topic. Due to the quality media we chose, up to 17.8 million people could learn about the project. The whole project and its communication continues and in the first half of 2019 the number of transformed eagles increased to six.
One of the artistic motifs of transformed eagles was created by the internationally acclaimed graphic artist Míla Fürstová. Until then, it was not so well known in the Czech Republic as abroad, and so we spent time communicating the project with its personal PR. Mílina's motif was also used by Mattoni for a limited edition of labels, and visual artists set it up for screening at the Signal Festival in Prague.
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