Hraj Kraj
A modern journey in the footsteps of tradition
We were tasked with raising awareness of traditional crafts in the Hradec Králové Region and boosting visits to the places associated with them. The goal is to combine tradition, skill, and fun in a playful promotion. We found the idea of an interactive online game linked to real-world activities to be the most entertaining solution.
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At the heart of the project is a microsite featuring an interactive illustrated map.
Visitors can find locations of craft workshops, studios, museums, and galleries via pictograms. Clicking on the icons reveals graphically designed information about each location.
Pick and play
Pick and play
The tokens take the form of handcrafted seals. The gamification involves searching for the seals, collecting them, playing mini-games, and gradually uncovering a large interactive illustration.
The tokens are designed as craft seals, inspired by Czech tourist badges and depicted with modern stylized illustrations of the respective craft, based on the tradition of guild heraldry. The bonus content can only be unlocked by completing a simple interactive game after scanning the seal.
Anyone who visits all the locations and unlocks every seal will reveal a complete illustration of the crafts. They can then claim it in poster form and gain the opportunity to compete for valuable prizes.
The central point of the promotion is the website hrajkraj.cz. The project’s identity builds on the communication campaign from 2023, and the accompanying communication materials were created in line with the design of the game itself.
Credits
František Polák
František Polák
Jiří Netušil
Vlaďka Cimbálníková
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