The campaign will target 25- to 34-year-old men more inclined to choose a branded beer than a standard pint, using cinema, outdoor, ambient, Underground and event activity in localised areas across London.
A 60-second cinema spot called "burglar", which has already run in Europe, focuses on the invention of the burglar alarm more than 100 years ago to protect Pilsner Urquell from being stolen. This will run for three months from July.
Underground poster work will focus on the 161-year-old beer's status as "the original source of Pilsner" and will be placed at station exits.
The campaign will be concentrated in Shoreditch, Soho, Clerkenwell and Notting Hill, where Leagas Delaney and Unity, the media planning agency, have identified a concentration of target drinkers. Themed events will take place in these target areas, such as DJ play-offs in Soho. Local talent events in Shoreditch will allow people to perform.
Rob Burleigh, the creative director at Leagas Delaney, said: "The idea behind this campaign is to target opinion formers and create an epidemic in strategic locations."
There will also be megasite posters in Shoreditch and Angel, reinforcing the message of the beer's originality. A fly-posting campaign using lenticular creative will also run.
The campaign was planned and written by Burleigh and art directed by Burleigh and Dave Beverley. The cinema ad was directed by Frederic Planchon through Academy. Media buying is handled by Mediaedge:cia.