Campaign Description

Since 1926, Old Style Pilsner has inspired an almost fanatical following. “Pil” drinkers are obsessed with the brand, especially every detail on its eclectic label – a landscape filled with everything from planes to trains to monks to bunnies to a big red Pilsner flag right in the center. So when we were tasked with devising a fresh and authentic way for Pil enthusiasts to engage with the brand, it seemed natural to simply pose a new question about the label. That’s when we noticed one part that’s been hidden all this time… what the heck is behind the flag?

Oldstylepilsner.com lets users theorize about what’s going on behind that flag by uploading their own films, photos, drawings or writings. They can also enjoy a short animation and a series of documentary style interviews featuring prominent Pil drinkers like an old time brewery worker, a sports hero, and three guys dressed like Pilsner bottles.

The campaign included 30 second spots to be played at Saskatchewan Roughriders home games, in-case postcards, interactive on-premise coasters, and finally, girly t-shirts which cheekily featured our question, “What’s behind the flag?” written right across the chest.

The campaign not only increased the mythology that surrounds the label, it also created a permanent “new style” destination for the Old Style Pilsner following.

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 View "What’s behind the flag" video