Creating goatiful new experiences
Kozel wanted to create a ‘goatiful' event and activation experience for its global markets. So, inspired by the Kozel brewery in Velké Popovice, a Czech village that captures the brand’s warm, welcoming values and fun-loving personality, we set to work.
As global creative agency, we designed a modular event solution that could easily flex depending on market, location or objective. Based on our idyllic Czech village, we brought it to life in multiple playful, social and adaptable zones divided by beautifully illustrated panels and signage. A giant wooden goat is the centrepiece, complete with two bars, surrounded by chill-out areas, a merchandise shop, game zones, photo zones and even a village barber!
It was important to spotlight Kozel Fun Pours too. Unique brand serves that inspire new ways of enjoying the beer, we included special Fun Pour bars and activations to spread the joy.
Kozel Village Event Zone has become a memorable and globally consistent consumer experience designed to create a sense of wonder, discovery and a real human connection.
Global event experience | Activations | Asset creation | Design
“Kozel beer is still crafted in Velké Popovice, the Czech brewery village beautifully brought to life by Purple in the Event Zone concept. It’s given our activations a sense of community, consistency and fun, which aligns with our values. And because it’s flexible, scalable and modular, more markets are using it all over the world!”
Pilsner Urquell
PUX Launch Campaign
Pilsner Jose Cuervo Summer ‘24
Integrated Global Campaign