Pilsner Gown

In order to make Pilsner Urquell stand out from the clutter of sponsors at the Karlovy Vary International Film festival, we needed to let people experience it in an unprecedented way. That’s why we hijacked the red carpet with the world’s first designer gown made from beer. The campaign was featured in 160+ media outlets ranging from tabloids to luxury fashion magazines and as a result our earned media value exceeded its target by 900 percent.