Pilsner Urquell – AR campaign
As part of Pilsner Urquell’s campaign to highlight the environmental impact of small but meaningful changes, the brand removed the gold foil from its bottle necks — reducing non-recyclable waste by 106 tons a year, the equivalent weight of 530 deer. The campaign carried the message Příroda nad zlato (“Nature over Gold”) across TV, online, retail, and even fashion collaborations.
Our role
Revolware was responsible for developing the augmented reality (AR) experience that brought the campaign’s message to life. By pointing a smartphone camera at a Pilsner Urquell bottle, consumers could see a digitally animated deer appear in their surroundings. This interactive element visually illustrated the environmental savings and created a memorable, shareable moment for users.
How it worked
- Image recognition detected the bottle in real time.
- A 3D animated deer was rendered in augmented reality, dynamically integrated into the user’s environment, searching for flat surfaces where the deer could move freely.
- The AR scene communicated the impact of removing the gold foil and reinforced the #prirodanadzlato message.
The result
The AR feature extended the campaign’s reach into a new, immersive channel, encouraging engagement, social sharing, and deeper understanding of the brand’s sustainability efforts. By merging technology with storytelling, Pilsner Urquell turned a subtle packaging change into a powerful, interactive experience.
