{"id":8896,"date":"2019-10-01T13:51:38","date_gmt":"2019-10-01T12:51:38","guid":{"rendered":"https:\/\/www.vccp.com\/prague\/?post_type=work&#038;p=8896"},"modified":"2020-08-26T16:47:24","modified_gmt":"2020-08-26T15:47:24","slug":"bring-nature-to-the-city","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/czechia\/work\/strongbow\/bring-nature-to-the-city","title":{"rendered":"Bring nature to the city"},"content":{"rendered":"<div class=\"lazyblock-video-2ptcrO 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\/234978950?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-Z1lBfNo 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          Bring Nature to the City \u2013 that\u00b4s what we\u00b4ve been told and that\u00b4s what we did.                  <\/blockquote>\r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p>Strongbow global brand direction is to improve our surroundings as well as our lives. And since it is a really cool goal, we took our role in it very seriously. We talked to many urban people to find out where they felt the best \u2013 no surprise that green areas scored the most. And this gave rise to a number of great ideas.<\/p>\n<p>We showed people what Prague would look like if it consisted only from the most popular places. It would be supergreen. Nature would be e-ve-ry-whe-re.<\/p>\n<p>And although we weren\u00b4t really able to make this wish come true entirely (which we still regret), we came pretty close:<\/p>\n<p>We took PARKING spaces and turned them into PARKs.\u00a0<\/p>\n<p>We helped to bring to life one of the largest and the most beautiful roofs in Prague.\u00a0<\/p>\n<p>We brought light to a place where it has never been before. We grew a plant there. The very first one. We basically moved the sun!<\/p>\n<p>We brought life to no longer needed \u2013 surprise surprise \u2013 ashtrays. We turned them into flower pots, we gave them a second chance, a new purpose. Smoking out, nature in!<\/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-24Qxuh 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\/234979191?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-Z1b0YnF 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\/238588533?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-Z2tu0qT 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\/341543941?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-Z11XrTB 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\/238586911?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-Z1kcgR8 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          We let people vote for where they wanted more green areas \u2013 we made the community participate. We love to see people living next to each other working on something side by side, something that cultivates their mutual environment.                  <\/blockquote>\r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p>The Bring Nature to the City movement gradually generated more and more places for people to be creative, have fun and live in. This whole thing was so amazing that it would soon result in Strongbow\u00b4s 68% increase in volume, 6% increase in market penetration, 12% increase in ad recall and 10% increase in message association.<\/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-image-grid-YgpDV wp-block-lazyblock-image-grid\">\r\n<section class=\"fullwidth aos-init aos-animate\" data-aos=\"fade-up\">\r\n    <div class=\"container container--spaced-sm\">\r\n        <div class=\"row\">\r\n            <div class=\"col-sm-6\">\r\n                <div class=\"grid-item grid-item--tall\">\r\n                    <picture>\r\n                        <source data-srcset=\"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2020\/08\/work-strongbow-nature-left-768x1536.jpg 768w\" srcset=\"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2020\/08\/work-strongbow-nature-left-768x1536.jpg 768w\">\r\n                        <img decoding=\"async\" data-src=\"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2020\/08\/work-strongbow-nature-left-768x1536.jpg\" alt=\"\" class=\"img-fluid grid-item-img lazyloaded\" src=\"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2020\/08\/work-strongbow-nature-left-768x1536.jpg\">\r\n                    <\/picture>\r\n                <\/div>\r\n            <\/div>\r\n            <div class=\"col-sm-6\">\r\n                <div class=\"grid-item grid-item--square\">\r\n                    <picture>\r\n                        <source data-srcset=\"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2020\/08\/work-strongbow-nature-right-top.jpg 768w\" srcset=\"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2020\/08\/work-strongbow-nature-right-top.jpg 768w\">\r\n                        <img decoding=\"async\" data-src=\"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2020\/08\/work-strongbow-nature-right-top.jpg\" alt=\"\" class=\"img-fluid grid-item-img lazyloaded\" src=\"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2020\/08\/work-strongbow-nature-right-top.jpg\">\r\n                    <\/picture>\r\n                <\/div>\r\n                <div class=\"grid-item grid-item--square\">\r\n                    <picture>\r\n                        <source data-srcset=\"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2020\/08\/work-strongbow-nature-right-bottom.jpg 768w\" srcset=\"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2020\/08\/work-strongbow-nature-right-bottom.jpg 768w\">\r\n                        <img decoding=\"async\" data-src=\"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2020\/08\/work-strongbow-nature-right-bottom.jpg\" alt=\"\" class=\"img-fluid grid-item-img lazyloaded\" src=\"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2020\/08\/work-strongbow-nature-right-bottom.jpg\">\r\n                    <\/picture>\r\n                <\/div>\r\n            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-video-ftvSX 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\/284369228?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-Z1QBvnQ 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>In our latest campaign, Strongbow apples refreshed cities all over the country. We brought apple trees and cider parties to a number of places, inspiring the passersby to take real action, to deviate from their normal routines. We encourage them to chill \u2013 literarily. Guys dressed as trees were giving the passersby chilled Strongbow ciders, from which we created short spots that were directed by Jakub Zahradn\u00ed\u010dek and produced by Gecko Production, with Michal Podhradsk\u00fd in charge of the costumes. Crazy, hilarious&#8230;.and much needed activation.<\/p>        \r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p>On microsite\u00a0<em>www.prirodudomesta.cz<\/em>\u00a0<em>(transl: nature to the city)<\/em>, people could give their vote to one of the Czech cities of over 5,000 inhabitants that should deserve more apple trees. Everyone could participate and lots and lots of people really took that chance. As a result if this, we invaded cities with apple trees.<\/p>\n<p>Both campaigns can serve as great reminders that when a community works together towards what they believe is a truly noble goal, the outcome can have only the greatest impact \u2013 and taste refreshingly awesome!<\/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-8896","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["988","8358","8339","8361"],"client_id":"8537","hero_video":"","hero_image":{"ID":8902,"id":8902,"title":"work-strongbow-nature-featured","filename":"work-strongbow-nature-featured.jpg","filesize":230774,"url":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2020\/08\/work-strongbow-nature-featured.jpg","link":"https:\/\/www.vccp.com\/czechia\/work\/strongbow\/bring-nature-to-the-city\/attachment\/work-strongbow-nature-featured","alt":"","author":"9","description":"","caption":"","name":"work-strongbow-nature-featured","status":"inherit","uploaded_to":8896,"date":"2020-08-20 12:57:03","modified":"2020-08-20 12:57:03","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.vccp.com\/czechia\/wp-includes\/images\/media\/default.png","width":1920,"height":720,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2020\/08\/work-strongbow-nature-featured-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2020\/08\/work-strongbow-nature-featured-300x113.jpg","medium-width":300,"medium-height":113,"medium_large":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2020\/08\/work-strongbow-nature-featured-768x288.jpg","medium_large-width":640,"medium_large-height":240,"large":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2020\/08\/work-strongbow-nature-featured-1024x384.jpg","large-width":640,"large-height":240,"1536x1536":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2020\/08\/work-strongbow-nature-featured-1536x576.jpg","1536x1536-width":1536,"1536x1536-height":576,"2048x2048":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2020\/08\/work-strongbow-nature-featured.jpg","2048x2048-width":1920,"2048x2048-height":720,"Header":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2020\/08\/work-strongbow-nature-featured-1920x720.jpg","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2020\/08\/work-strongbow-nature-featured.jpg","Wide-width":1920,"Wide-height":720,"Square":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2020\/08\/work-strongbow-nature-featured-1152x720.jpg","Square-width":768,"Square-height":480,"Tall":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2020\/08\/work-strongbow-nature-featured-768x720.jpg","Tall-width":307,"Tall-height":288,"Mobile":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2020\/08\/work-strongbow-nature-featured-768x720.jpg","Mobile-width":768,"Mobile-height":720,"Facebook":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2020\/08\/work-strongbow-nature-featured-1200x630.jpg","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2020\/08\/work-strongbow-nature-featured-768x720.jpg","Grid-Item-Square-width":768,"Grid-Item-Square-height":720,"Grid-Item-Wide":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2020\/08\/work-strongbow-nature-featured-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\/2020\/08\/work-strongbow-nature-featured-384x720.jpg","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":576}},"meta-title":"Bring nature to the city","meta-description":"Strongbow global brand direction is to improve our surroundings as well as our lives. And since it is a really cool goal, we took our role in it very seriously. We talked to many urban people to find out where they felt the best \u2013 no surprise that green areas scored the most. And this gave rise to a number of great ideas. ","social-media-image":"https:\/\/www.vccp.com\/czechia\/wp-content\/uploads\/sites\/6\/2020\/08\/work-strongbow-nature-social.jpg","relateditems":[{"relateditem":{"ID":8740,"post_author":"3","post_date":"2019-10-16 15:19:00","post_date_gmt":"2019-10-16 14:19:00","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-right\":\"\\u003cp\\u003eInspiring people to eat healthy and really think about the food they consume \u2013 that is a mission that accompanies all the Albert campaigns. And since in VCCP Prague, we take this issue very personally \u2013 we all love to eat \u2013 we searched for tools that would encourage viewers to get creative about the food and help us once and for all change the commonly shared view of an often \\u0022dull\\u0022 cooking routine.\\u003c\/p\\u003e\",\"quote\":\"To create a hand-made gift is not easy, but cheers the most.\",\"blockId\":\"Z17DbNL\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z17DbNL\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-id\":\"301230802\",\"blockId\":\"Z2q6IJR\",\"blockUniqueClass\":\"lazyblock-video-Z2q6IJR\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"We wanted to bring fresh inspiration to the kitchen. We wanted to show people that they could truly enjoy grocery shopping, combine ingredients in new, unexpected ways, and last, but not least, we wanted to show them that the time spent by preparing a meal was definitely worth their while \u2013 \u00b4cause it could be the time spent together.\",\"blockId\":\"18r4QN\",\"blockUniqueClass\":\"lazyblock-quote-full-width-18r4QN\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-id\":\"301863126\",\"blockId\":\"104jel\",\"blockUniqueClass\":\"lazyblock-video-104jel\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-inline-image-button {\"image-768x768\":\"%7B%22alt%22:%22%22,%22title%22:%22work-albert-gifts-content%22,%22caption%22:%22%22,%22id%22:8744,%22link%22:%22https:\/\/www.vccp.com\/prague\/work\/albert\/the-best-gifts-are-made-not-bought\/attachment\/work-albert-gifts-content\/%22,%22url%22:%22https:\/\/www.vccp.com\/prague\/wp-content\/uploads\/sites\/6\/2019\/10\/work-albert-gifts-content.jpg%22%7D\",\"title\":\"Time and love are the main ingredients.\",\"text\":\"\\u003cp\\u003eIn the previous campaigns, our creative team managed to transform cooking it into an enjoyable, meaningful activity through which we can all celebrate every single day \u2013 by devoting serious time and attention to food we are about to prepare, improving our family\u00b4s eating habits and having fun at the same time...\\u003c\/p\\u003e\\n\\u003cp\\u003eAnd it was a similarly simple solution that we found when the one question that scares creatives all over the world from an early spring \u2013 How to return Christmas its true value? \u2013 started resonating through the walls of our agency.\\u003c\/p\\u003e\",\"blockId\":\"Zir21P\",\"blockUniqueClass\":\"lazyblock-two-column-text-inline-image-button-Zir21P\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003eLet\u00b4s be honest, what we nowadays lack the most is the time for our family, the true joy taken of the common family activities, showing that despite all the every-day drama what matters the most are our loved ones. Through our Christmas spots, we stripped our often complicated reality down to the core, and highlighted the need for honest, hand-made gifts as the exact opposites of any last minute glitter. What is more, we did not reach for the probably expected scheme, but we let it be the children who rewarded their parents for all their patience and loving service.\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003eOur powerful story radiated not only in the hearts of mums \u2013 along with the little boy baking cookies for his mummy, we introduced a touching story of a dedicated sports player preparing Camemberts for his team as a form of support, and for a granddad making a guitar-shaped cake for his granddaughter.\\u003c\/p\\u003e\\n\\u003cp\\u003eThe Albert Christmas campaign was an example of how deep human insight led to turning ordinary family moments into a heart-felt reminder of the permanence and unconditional nature of love.\\u003c\/p\\u003e\",\"blockId\":\"1eiApN\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-1eiApN\"} \/-->","post_title":"The best gifts are made not bought","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"the-best-gifts-are-made-not-bought","to_ping":"","pinged":"","post_modified":"2020-08-26 15:18:00","post_modified_gmt":"2020-08-26 14:18:00","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/prague\/?post_type=work&#038;p=8740","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":8746,"post_author":"3","post_date":"2019-10-17 16:57:24","post_date_gmt":"2019-10-17 15:57:24","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"341543823\",\"blockId\":\"Zpps6s\",\"blockUniqueClass\":\"lazyblock-video-Zpps6s\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-right\":\"\\u003cp\\u003eWhat 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.\\u003c\/p\\u003e\\n\\u003cp\\u003eAt 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.\\u003c\/p\\u003e\\n\\u003cp\\u003eWe 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.\\u003c\/p\\u003e\",\"quote\":\"Lubo\u0161, the Dad: \u201cMe a hero? I definitely wouldn\u00b4t call myself that.\u201d Petr, the son: \u201cThe biggest hero? My dad.\u201d\",\"blockId\":\"267UwT\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-267UwT\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"\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\",\"blockId\":\"Xpidc\",\"blockUniqueClass\":\"lazyblock-quote-full-width-Xpidc\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-id\":\"164106449\",\"blockId\":\"1QHr1J\",\"blockUniqueClass\":\"lazyblock-video-1QHr1J\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-right\":\"\\u003cp\\u003eFor 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.\\u003c\/p\\u003e\\n\\u003cp\\u003eNo, 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.\\u003c\/p\\u003e\",\"quote\":\"\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\",\"blockId\":\"Z1UYhqv\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z1UYhqv\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-id\":\"254669266\",\"blockId\":\"en84y\",\"blockUniqueClass\":\"lazyblock-video-en84y\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-id\":\"255022001\",\"blockId\":\"Z1VeQqp\",\"blockUniqueClass\":\"lazyblock-video-Z1VeQqp\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003eThe 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.\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003eThe campaign generated 1,000,000 YouTube views and increased the brand\u00b4s yearly revenues by 10 %. 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