Zero Gravity

Czech beers are typically heavy and bitter, with a long-standing tradition that defines the market. Proud, however, sets itself apart with a lighter, fresher taste. Our task was to find a fresh, bold way to reinforce its proposition — not just saying it, but bringing it to life.

Lightness is at the heart of Proud’s promise. Instead of simply talking about being refreshing, we launched a promotion where consumers could win a zero-gravity flight and experience true lightness for themselves. Zero Gravity became the ultimate proof of it — a bold, tangible way to demonstrate the brand’s main asset.