Radegast Futur - Beer made from air

Creative idea

Radegast has long been a champion of water preservation, brewing their beers using only 1.15 liters per bottle compared to the Czech average of 1.7 liters. But their commendable efforts remained under the public radar. So we decided to make a bold move and launch Radegast Futur, the first Czech beer made from air. It's not just a brewing innovation – but a bold statement that sparked nationwide dialogue about water conservation and the future we all want to avoid.

Brand name: Radegast
Advertiser / client: Plzeňský Prazdroj
Product / service: Radegast Futur
Campaign name: Radegast Futur - Beer made from air
Agency network: INDEPENDENT AGENCY
Agency: TRIAD Prague
Media agency: Publicis
Additional company: Boomerang communication, Bison & Rose
Agency chief executive officer: Petra Jankovičová
Creative director: Michal Pivarči, Matúš Ficko
Art director: Barbora Ivánová, Michal Dvorský
Copywriter: Michal Pivarči, Markéta Kolodžejová, Kristína Pauliaková
Designer: Tomáš Hopko, Vít Zavadil
Account director (agency): Zoran Boškovič
Client account director: Petra Jankovičová