OLD STYLE PILSNER

Since 1926, Old Style Pilsner has achieved a cult following in ‘Pil Country’ Western Canada where it originated. The crazy label is beloved to them out there. So much so that when they tried to modernize it in 1957 there was almost an armed revolt. We were asked to create an outdoor campaign that celebrated the brand, where its from, and the consumer’s love for it. Knowing that the label was dear to them, we focussed our attentions on that. We wondered what it would be like if you could step into that surreal scene on the label. Get a little closer to it. Observe scenes and characters within the label from different viewpoints. The artwork we created gave them a look at their beloved label in a way they’d never seen before, and they loved it. People were literally climbing billboards to get selfies with the posters.