Cyclists’ Favourite Break

Creative idea

Zlatý Bažant Radler has been naturally connected with cycling for years — as a supporter of the sport and a favourite refreshment after a ride. For this print campaign, we used one of cycling’s most recognisable visuals: the activity graph. By combining the silhouette of a Zlatý Bažant Radler glass with the visual language of apps like Strava, we found a simple truth: a pause in training takes the shape of iconic Radler glass. Cyclists’ Favourite Break turned a cyclist’s pause into a branded moment, celebrating Radler as the natural non-alcoholic reward between the ride and the way home.

Brand name: Heineken Slovakia
Advertiser / client: Heineken Slovakia
Product / service: Non alcoholic radler beer
Campaign name: Cyclists’ Favourite Break
Agency network: INDEPENDENT AGENCY
Agency: THIS IS LOCCO, Bratislava
Agency chief executive officer: Rastislav Bahurinský
Creative director: Juraj Kováč
Art director: Martin Jaňák
Copywriter: Erik Oravec, Michal Roháček
Account director (agency): Petra Kalmárová, Alžbeta Kanderová
Strategic planner / strategist: Juraj Kováč