{"id":8746,"date":"2019-10-17T16:57:24","date_gmt":"2019-10-17T15:57:24","guid":{"rendered":"https:\/\/www.vccp.com\/prague\/?post_type=work&#038;p=8746"},"modified":"2020-08-26T15:24:06","modified_gmt":"2020-08-26T14:24:06","slug":"our-heroes","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/czechia\/work\/breznak\/our-heroes","title":{"rendered":"Our Heroes"},"content":{"rendered":"<div class=\"lazyblock-video-Zpps6s wp-block-lazyblock-video\"><section class=\"fullwidth\">\r\n  <div class=\"container\">\r\n    <div class=\"embed-responsive embed-responsive-16by9 \" data-component=\"video\">\r\n      <iframe data-src=\"https:\/\/player.vimeo.com\/video\/341543823?title=0&amp;byline=0&amp;portrait=0&amp;color=6cbef1&amp;playsinline=0\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>          <\/div>\r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-two-column-text-quote-image-267UwT wp-block-lazyblock-two-column-text-quote-image\"><section class=\"fullwidth fullwidth--overflow \" data-aos=\"fade-up\">\r\n  <div class=\"container container--spaced-lg\">\r\n    \r\n    <div class=\"row\">\r\n      \r\n      <div class=\"col-md-6\">\r\n                \r\n                <blockquote class=\"blockquote blockquote--md-right\">\r\n          Lubo\u0161, the Dad: \u201cMe a hero? I definitely wouldn\u00b4t call myself that.\u201d Petr, the son: \u201cThe biggest hero? My dad.\u201d                  <\/blockquote>\r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p>What a pity that the simplest truth often remains hidden from us. Especially from those who love each other the most, like children and their parents. That is why we decided to introduce B\u0159ez\u0148\u00e1k as means of easing the communication inside families and improving relationships.<\/p>\n<p>At the beginning, B\u0159ez\u0148\u00e1k was a local, North Bohemian beer. Old school all the way through, just like the lives of the men who drank it. Proud, traditional men who, however, were not aware of how special they were for the people around them. And we knew it was time to change it. For those men as well as B\u0159ez\u0148\u00e1k.<\/p>\n<p>We based our campaign on celebrating the local fathers. On their strengths and abilities to make it through even during the hardest times \u2013 on everything that made them the real HEROES \u2013 without their knowing it.<\/p>  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-quote-full-width-Xpidc wp-block-lazyblock-quote-full-width\">  <section class=\"fullwidth fullwidth--top-lg text-center\" data-aos=\"fade-up\">\n    <div class=\"container\">\n\n      <blockquote class=\"blockquote\">\n        \u201cDads definitely deserve recognition, but nowadays, somehow, there\u00b4s not enough space for children, or sons, especially, to express how they feel about them.\u201d \n              <\/blockquote>\n\n    <\/div>\n  <\/section><\/div>\n\n<div class=\"lazyblock-video-1QHr1J wp-block-lazyblock-video\"><section class=\"fullwidth\">\r\n  <div class=\"container\">\r\n    <div class=\"embed-responsive embed-responsive-16by9 \" data-component=\"video\">\r\n      <iframe data-src=\"https:\/\/player.vimeo.com\/video\/164106449?title=0&amp;byline=0&amp;portrait=0&amp;color=6cbef1&amp;playsinline=0\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>          <\/div>\r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-two-column-text-quote-image-Z1UYhqv wp-block-lazyblock-two-column-text-quote-image\"><section class=\"fullwidth fullwidth--overflow \" data-aos=\"fade-up\">\r\n  <div class=\"container container--spaced-lg\">\r\n    \r\n    <div class=\"row\">\r\n      \r\n      <div class=\"col-md-6\">\r\n                \r\n                <blockquote class=\"blockquote blockquote--md-right\">\r\n          \u201cWe believe that the values by which our fathers have lived are still relevant to young people today. And we know that developing a good relationship takes time.\u201d                  <\/blockquote>\r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p>For the start, we used the image that little boys project onto their fathers \u2013 they see them as superheroes. And we could be sure that this hyperbole worked perfectly in ATL communication. But we needed more. We needed to find the key to why it ever stopped working like this, why fathers of growing boys think they are doing something wrong and why they never see eye to eye with each other.<\/p>\n<p>No, the sons\u00b4 image of their superhero fathers does not change throughout life, e\u2013eh. It just somehow gets lost in all the hustle and bustle of everyday events and in the lack of will to maintain a quality communication. That is why the goal of the digital part of the campaign was to encourage the sons to take their fathers out for a beer and really TALK to them.<\/p>  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-video-en84y wp-block-lazyblock-video\"><section class=\"fullwidth\">\r\n  <div class=\"container\">\r\n    <div class=\"embed-responsive embed-responsive-16by9 \" data-component=\"video\">\r\n      <iframe data-src=\"https:\/\/player.vimeo.com\/video\/254669266?title=0&amp;byline=0&amp;portrait=0&amp;color=6cbef1&amp;playsinline=0\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>          <\/div>\r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-video-Z1VeQqp wp-block-lazyblock-video\"><section class=\"fullwidth\">\r\n  <div class=\"container\">\r\n    <div class=\"embed-responsive embed-responsive-16by9 \" data-component=\"video\">\r\n      <iframe data-src=\"https:\/\/player.vimeo.com\/video\/255022001?title=0&amp;byline=0&amp;portrait=0&amp;color=6cbef1&amp;playsinline=0\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>          <\/div>\r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-two-column-text-quote-image-Z18GPdE wp-block-lazyblock-two-column-text-quote-image\"><section class=\"fullwidth fullwidth--overflow \" data-aos=\"fade-up\">\r\n  <div class=\"container container--spaced-lg\">\r\n    \r\n    <div class=\"row\">\r\n      \r\n      <div class=\"col-md-6\">\r\n        <p>The second wave of the communication draws on celebrating the older generation as well as what B\u0159ez\u0148\u00e1k itself represents \u2013 tradition, respect, doing things slowly and the right way. We celebrate the taking time. Because the really good things always take time.\u00a0As a result of the \u201cOur Heroes\u201d campaign, B\u0159ez\u0148\u00e1k is now a national brand.<\/p>        \r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p>The campaign generated 1,000,000 YouTube views and increased the brand\u00b4s yearly revenues by 10 %. The on-trade market grew by one fifth.\u00a0We were given Gold Effie and Gold ADC awards for the campaign, but the greatest result was that many of us now take their dads for a beer more often and can finally utter the sentence: \u201cYou know, Dad, in my eyes, you have always been a hero.\u201d<\/p>  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":3,"template":"","class_list":["post-8746","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["988","8339","8361"],"client_id":"8450","hero_video":"344273911","hero_image":{"ID":8910,"id":8910,"title":"work-breznak-heroes-featured-2","filename":"work-breznak-heroes-featured-2.jpg","filesize":180304,"url":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2019\/10\/work-breznak-heroes-featured-2.jpg","link":"https:\/\/www.vccp.com\/czechia\/work\/breznak\/our-heroes\/attachment\/work-breznak-heroes-featured-2","alt":"","author":"9","description":"","caption":"","name":"work-breznak-heroes-featured-2","status":"inherit","uploaded_to":8746,"date":"2020-08-20 13:55:45","modified":"2020-08-20 13:55:45","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.vccp.com\/czechia\/wp-includes\/images\/media\/default.png","width":1152,"height":1152,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2019\/10\/work-breznak-heroes-featured-2-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2019\/10\/work-breznak-heroes-featured-2-300x300.jpg","medium-width":300,"medium-height":300,"medium_large":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2019\/10\/work-breznak-heroes-featured-2-768x768.jpg","medium_large-width":640,"medium_large-height":640,"large":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2019\/10\/work-breznak-heroes-featured-2-1024x1024.jpg","large-width":640,"large-height":640,"1536x1536":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2019\/10\/work-breznak-heroes-featured-2.jpg","1536x1536-width":1152,"1536x1536-height":1152,"2048x2048":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2019\/10\/work-breznak-heroes-featured-2.jpg","2048x2048-width":1152,"2048x2048-height":1152,"Header":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2019\/10\/work-breznak-heroes-featured-2-1152x720.jpg","Header-width":1152,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2019\/10\/work-breznak-heroes-featured-2-1152x960.jpg","Wide-width":1152,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2019\/10\/work-breznak-heroes-featured-2-1152x1152.jpg","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2019\/10\/work-breznak-heroes-featured-2-768x1152.jpg","Tall-width":307,"Tall-height":461,"Mobile":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2019\/10\/work-breznak-heroes-featured-2-768x960.jpg","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2019\/10\/work-breznak-heroes-featured-2-1152x630.jpg","Facebook-width":1152,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2019\/10\/work-breznak-heroes-featured-2-768x768.jpg","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2019\/10\/work-breznak-heroes-featured-2-768x384.jpg","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2019\/10\/work-breznak-heroes-featured-2-384x768.jpg","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"Breznak","meta-description":"We based our campaign on celebrating the local fathers. 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