The campaign is based on The International Day of Rural Women, which is an official day recognised by UN. Simply because rural women have it damn hard and deserve a day just for themselves, Yes sorry guys they do more than their share of the work. They are expected to do their jobs, often hard work in agriculture or a factory, take care of kids and keep a tidy home. And when they want to relax and go for a beer, all the beer brands celebrate guys as the every day hero. Bugger that. Let’s celebrate this one day by doing what women want and have the guys do women’s jobs for them

We needed to stay in the visual world typical for our core target audience – blue collar guys living in small villages who love beer and local pub that looks exactly the same as 30 years ago, and they like it that way. Whilst not entering the cliche land of communist propaganda posters we have all seen 100 times before.

That is why we imitated this aged look of old communist-era and little seen agricultural posters that were supposed to motivate men and women to love their job and work hard. We turned it around to give it its own visual twist, driven by the idea of swapping roles for this day.

We mixed this retro style with symbols of modern women (high heels, variety of nail polish colours etc.) creating strong contrast between these two worlds

Pardal is a typical Czech village (small town) guy’s beer. But Czech republic being a beer culture, their wives, girlfriends and sisters also love beer and want to be part of this culture. And no other beer brand communicates to them so they feel overlooked. With this campaign we effectively reached overlooked women in countryside. It was part of a larger project where men also on that day took over waitresses jobs and gave them a day off. The results from only the posters are not calculated apart from positive facebook comments and appearing in Archive magazine