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This spring, the secrets of the Czech brewing tradition can be discovered on the streets of Polish cities. We owe this to Pilsner Urquell brand, which created a piece of characteristic colorful street art depicting the birthplace of the original Czech Pilsner. Pilsen, as depicted by the murals, is primarily a characteristic gateway to the brewery, accompanied by illustrations of unique ingredients, the secrets of brewing beer, the work of brewmasters, and references to the culture of Pilsner Urquell’s art of tasting. The murals decorating the facades of three buildings in Krakow and five in Warsaw are part of the campaign entitled “Original Pilsner from the Czech Pilsen”, which aims to underline the importance of the place where the first Pilsner in the world was brewed, and later distributed all over the world from this very Pilsen, as well as the role of brewing and beer tasting in Czech culture.
Since 1842, Pilsner Urquell has been brewed at the Pilsner brewery in Pilsen. The ingredients are 100% Czech: Moravian barley, Saaz hops, and soft Pilsen water, as well as brewing values dating generations back – this is the secret to the unique, unchanging flavor of Pilsner. This year’s campaign is to bring Poles closer to this extraordinary heritage of the brand, whose tradition has for years been passed on from one generation of outstanding brewmasters to the next – says Marta Chymosz, Pilsner Urquell Junior Brand Manager.
The brand invited Daniel Solený, who has been living in Prague for years, to participate in the project, for whom Czech culture and architecture became an inexhaustible source of inspiration.
On large-format murals he managed to portray the atmosphere of Pilsen, which emanates from the legend of Pilsner, from the famous past of the city, and from the thoroughly Czech lifestyle of its contemporary inhabitants.
Pilsner Urquell murals form an integral part of the “Original Pilsner from the Czech Pilsen” campaign, which includes the broadcasting of short videos on city LED screens, on VOD websites, and in selected cinemas, as well as activities in social media and cooperation with influencers. Additionally, OOH creations were prepared, displayed on CLP media, referring to Tankovna pubs serving fresh and unpasteurized Pilsner Urquell from the tank, brought straight from the Czech brewery, and to Tapsters – masters of bartending, who attended a certified training in Pilsen.
The murals were produced by Good Looking Studio, while the creations inviting patrons to visit Tankovna pubs were created by Advalue agency. The purchase of paid media was given to Zenith Optimedia media house, social media campaigns are run by Mustard Prague agency, while PR and cooperation with influencers are coordinated by Tailor Made PR.
