Pilsner Urquell launches 'Legends' online campaign

SABMiller is launching a global online animated ad for its Pilsner Urquell brand, based on a storybook-format and with a heavy social media element.

The ad campaign, 'The Legends of Pilsner Urquell,' created by The Bank, tells the story of the Pilsner brand in a storybook-style.

Launching this week across social media sites such as Twitter, Facebook and YouTube, the animated ad shows the seal of a storybook, 'The Legends of Pilsner Urquell', breaking to reveal a black and white three-dimensional view of the city of Pilsen, hometown of Pilsner.

The city soon becomes lighter after it creates the "world's first golden beer". The ad will launch globally, initially running in the UK, the Czech Republic, Italy and Poland.

The creative director behind the ad was Ryan Shaw, and the copywriter was Sean McCullough. The animators were Second Home Studios, while the ad was directed by Chris Randall.

Petr Dvorak, global brand director of Pilsner Urquell, said: "This legend 'The Day Pilsen Struck Gold,' is the story of how the finest of ingredients were married with passion and expertise to create the world's first golden beer – a precious discovery.

"The animation reflects the movement from dark into light – from a world of murky beers, to the clear and golden Pilsner Urquell. The town of Pilsen and the ingredients are heroed [sic] in the animation, and every care was taken to ensure complete authenticity in the representation of all elements."