Journey for Freedom

Journey for Freedom

Goals and objectives

The rum brand Heffron is our long-term partner for high quality native content. They understand that content is suitable for building brand awareness, brand associations and customer sentiment rather than for mass performance. This conviction lies at the foundation of the goals of our mutual campaigns aimed at brand image and brand awareness.

In the first stage of the project, it was our goal to introduce the brand as such and to create a strong association to the Czechoslovak Legion. Almost nobody in Czechia knew what the word Heffron meant and most people were unfamiliar with the story of the Czechoslovak Legion to which the rum brand name refers. Heffron is the name of the last ship that transported members of the Czechoslovak Legion from Vladivostok through Panama (which is where the distillate is made that is used to blend Heffron rum) all the way home to Czechoslovakia.

In stage two, we were tasked with further developing the communication line of the journey towards freedom, which still symbolizes the ship Heffron and which further takes on other bits from the turbulent Czechoslovak and Czech history. We wanted to position the brand as somebody who appreciates the courage of Czech and Czechoslovak heroes.