In the beginning, we invited 360 ordinary guys to help us create a new beer. After 6 months of tasting sessions and discussions of every aspect of the beer from brand name to the bottle and the label, Pardal beer was born. The regional launch campaign was based on a word-of-mouth and a strategy of 'first beer fine-tuned by drinkers themselves'. New beer proved hugely successful and client decided to launch a stronger version of Pardal beer onto the national market. Again, we enlisted the consumers to help us create the beer…and this time to help with the advertising campaign itself. The guys gave input on the new beer samples, brainstormed ideas for the name, but also took part in casting sessions for the launch TV spot. In the end, 'Pardal Echt' was the name they chose and the launch film was shot entirely with our real-life drinkers as actors.

Besides TV, the campaign consisted of several outdoor motives, which communicated the masculine, more potent personality of the new Pardal. The heavy-duty look was also translated to a multipack packaging design. The campaign then spilled out onto the streets in the form of events in several towns where tents sprung up and Pardal ambassadors sampled out the beer they helped create. The events have also seen the launch of 'Pardal fashion', giving each guest an opportunity to design his or her own T-shirt in the same low-tech, home-made way. The campaign created immediate buzz and talk value. To furher fuel the interest, we decided to create a 3D version of the outdoor in the brand’s hometown and invited the consumers to take part in the design of the poster via the Pardal website. The installation of the 3-D outdoor turned into a large event, attracting hundreds of Pardal fans.

Overall, the campaign has been among the most sucessful and talked-about new product launches in recent market history. Not only did it reshuffle the Czech beer brandscape, it also redefined the real-life advertising format and progressed the local beer category advertising as such. The campaign won a Grand Prix at this year's Czech ADC awards.