Lidskoe Pivo ranks among the leaders of the Belarusian beer market. Satisfying the tastes of a wide variety of beer lovers is one of the keys to its victories. Therefore, the company decided to create a new product in a Czech style.
Unknown to anyone, a completely new brand was supposed to start a fight with large international players from the first days of its existence by keeping it front of mind.
We had to switch the audience, which sees consumer behaviour as a part of social status, considering one important nuance:
Belarusian legislation prohibits showing people in beer commercials.
BOHÉMSKÝ LEV is a beer brewed by real brew friends from Belarus and the Czech Republic.
Thinking about what can lay the emotional foundation for communication campaigns of a new brand, we concluded that this was the ability to gather friends around us, although we have different worldviews.
This is how a story based on real-life events appeared. The audience enjoyed friendly communication that enabled them to evaluate and taste its results.
It’s time to shoot now. And the question of how to clearly convey dialogues, Czech style, and optimism without characters remained open. But the work was humming, while beer was brewed up—and we shot a video about real friendship that was not interfered with by either distance, or difference of characters, or lockdown. And we cleverly bypassed legislative restrictions by making sure the audience had a feeling of friendly conversation without people in the frame.