The World's First Beer Bottle Dress

Creative idea

To make Pilsner Urquell unmissable at Karlovy Vary International Film Festival, we transformed hundreds of its iconic green beer bottles into a couture glass gown. Created with designer Jan Černý and Moser’s master glassmakers, the dress was worn by actress Aňa Geislerová on the red carpet, turning a sponsorship moment into a cultural headline. The result: one of the festival’s most talked-about fashion moments, generating 168 million impressions and nearly 200 media outputs.

Brand name: Pilsner Urquell
Advertiser / client: Pilsner Urquell
Product / service: Pilsner beer
Campaign name: The World's First Beer Bottle Dress
Agency network: MSL
Agency: MSL Czech Republic
Additional company: Leo Prague
Agency chief executive officer: Jaroslav Malina
Chief creative officer: Kosta Schneider
Executive creative director: Jan Černý
Creative director: Nikola Foktová
Art director: Radek Večeřa
Copywriter: Tomáš Svoboda
Account director (agency): Barbora Veselá
Pr director: Barbora Fryč Šumanská