Launch campaign: Czech out the original

Pilsner Urquell is a true Czech icon. And as the world’s first golden pilsner, brewed in Pilsen since 1842, it continues to be just as pioneering today.

In April 2023, a unique 5D beer experience called Pilsner Urquell: The Original Beer Experience opened in the heart of Prague, Czech Republic, giving visitors the chance to journey into the fascinating story of Pilsner Urquell like never before.

This multi-sensory tour invited guests to uncover the history of the beer in a totally revolutionary and unforgettable way, complete with a 360° interactive game zone and guided beer tastings in the Czech beer hall. It’s predicted to become one of Prague’s top three attractions, reaching over nine million international visitors.  

As global creative agency, our job was to develop the launch creative and on-going campaigns of this ultimate beer experience. Consulting closely with the Pilsner Urquell brand team to create dynamic visuals, content and branding for both within the experience itself, as well as OOH and digitally as part of the campaign. With everything from logo design, to the interior look and feel, we made The Original Beer Experience one of the most talked about brand activations anywhere.

It was a golden opportunity to tell Pilsner Urquell’s story in a fresh new way that would excite both tourists and locals alike.

Now all that’s left to do is discover the original beer experience for yourself!