ABOUT

Pilsner Urquell is the star of Czech pub culture, but at the Karlovy Vary Film Festival, different celebrities own the stage. How do you steal the spotlight when all eyes are set on haute couture and style? Beers don’t usually shine on red carpets. But Pilsner Urquell is not your ordinary beer.

To get the attention of the media, we brought together three Czech legends together. Designer Jan Černý used hundreds of shattered Pilsner Urquell bottles, which Moser’s experts crafted into a stunning gown, worn by one of the most stylish stars, Aňa Geislerová. A visual disruption that effectively turned a beer bottle into couture.

The results were massive. The dress became the most photographed "celebrity" of the week, taking over front pages and feeds. The campaign racked up 168 million impressions and nearly 200 media stories.

We proved that a beer bottle could represent craft and timeless beauty, making Pilsner Urquell the undisputed star of any Czech event.