For the famous czech beer Staropramen we wanted to create the biggest beer pour in the world. But not in a conventional TV commercial where anything is possible. We wanted to do it for real, with real people, a social commercial.
To create the beer foam we needed huge white balloons filled with helium. And to form the shape of the traditional Staropramen glass we needed huge powerful yellow light sources. We took one of the highest and most famous place in Prague, the Letna Park, so our giant beer glass could be seen from almost the entire city center.
During the Teaser phase of the campaign we invited the young Czech audience to meet at the Park at set date and time. No one knew precisely what would happen, but surely they would spend a nice spring evening with music and beer, of course.
Over 1000 people showed up and while DJs brought the visitors to dance, the technicians picked some lucky ones to be part of the action which was transformed into a commercial. Months of preparation, 5 cameras, over 2000 huge balloons, strong lights and a 40m high beer pour to be appreciated from all over prague’s center.
And the message of our client all over the media:
With the summer was also time for a new plan. A plan to refresh the young Czech people.
On the hills of Prague, we used over 1000m2 of sail cloth to recreate the shape of the traditional Staropramen glass. The participants slid like waterdrops from the foamy top all the way down. A big refreshment and fun for everyone.
We created the biggest slip&slide of the Czech Republic.