Beer against smog

Campaign idea

Czechs love driving. And when 72 % of companies give out fleet cars as an employee benefit, and ofcourse, they cause smog. That’s why we targeted drivers who were given a company car and persuaded them not to drive. We realized that the solution is rooted in the heart of Czechs. Because if there is one thing Czechs love more than driving, it’s beer! And perhaps that’s the reason why there’s zero tolerance for drinking and driving in the Czech Republic. What does it mean? One beer, no driving, no smog. That’s why we created The Prague Walker, the beer which actually fights smog.

Brand name: Zero-Emission Prague
Advertiser / client: Zero-Emission Prague
Product / service: Zero-Emission Prague
Campaign name: Beer against smog
Agency network: GREY
Agency: WMC GREY Prague
Web address: https://www.pivoprazskychodec.cz/
Creative director: David Suda
Art director: Roman Hynek
Copywriter: Ondřej Zvolský
Designer: Martin Gluvňa, Josef Plíhal
Account director (agency): Jan Plajner
Client account director: Lukáš Eršil
Managing director: Adéla Krausová
Director: Calum Ferguson
Digital strategist: Tomáš Sýkora