How We Got Sustainability Flowing with Sheep and Plzeňský Prazdroj Beer
Client:
Year: 2024
As a responsible producer, Plzeňský Prazdroj decided to brew beer at its Šariš brewery using only emission-free solar power – an ambitious goal that needed to be communicated in an innovative way.
We created a year-long campaign in three phases that showed sustainability can be engaging. We organized three press conferences for journalists, including one held directly at the solar farm.
We created a year-long campaign in three phases that showed sustainability can be engaging. We organized three press conferences for journalists, including one held directly at the solar farm. But it was our creative PR stunt with sheep that grabbed the most attention – they became not just eco-friendly lawnmowers, but a symbol of the whole project. To put them in the spotlight, we invented a fictional casting call for the position of “junior agrivoltaics technician”.
The campaign generated 120 media placements, reaching one in two Slovaks. On social media, we reached 410,000 users. Plzeňský Prazdroj proved that beer brewed with the power of the sun tastes just as great, and that sustainability is anything but boring.
