Festive dress, potato salad, fried carp and something good to drink. This is what a classic Christmas Eve dinner looks like in many Czech households. Premium beer is an essential part of Christmas, just like Christmas sweets. This is also why the Pilsner Urquell brand decided to create a unique seasonal activation with HoloFan, which you will definitely not miss in the exposed Christmas sales areas. This wasn´t the first collaboration with the communication agency Dago, during which a total of 21 pieces of pallet displays and 4 pieces of shop-in-shops with HoloFan were produced. Both can be seen in Albert hypermarkets.

Beer and Christmas

The beer segment significantly strengthens during the Christmas period. Pilsner Urquell used a great opportunity to arouse public notice in this seasonal period and strengthen its relationship with customers. The result is a truly charming display, which also in this case bears the typical symbol of the Pilsner brewery – the Pilsner Jubilee Gate. Another dominant element located in the centre of the brewery gate is the already mentioned HoloFan, on which the Pilsner Urquell Christmas spot is projected. However, the implementation of this element was not as easy as it might seem at first glance. The designers from Dago had to overcome a fundamental design problem right away. “The designer’s graphic proposal was best matched by a two-bladed HoloFan with a diameter of 420 mm, which the manufacturer supplies without covering. In the first proposal, for the sake of design and safety, we created a covering for the entire display that was closed and only had openings at the back,” explains Petr Hejma, a designer from the Dago agency, adding: “After spinning the HoloFan, the blades oscillated and formed an unwanted light band on the projected spot. After a number of attempts, the whole team and I managed to determine the appropriate position of the air vents and the error was eliminated.”

 Symbols you will never get tired of

To create a festive atmosphere, the activation is decorated with a fairy light chain, and a mistletoe print is applied to the lower part of the display. The base of the activation then carries the slogan “The real Christmas”. The cardboard implementation also underlines its uniqueness by using the brand’s characteristic colours: green and gold. A simple, elegant, and decent solution highlights the traditional values that are a symbol of this popular beer, without which a festive dinner would not be complete.


Your DAGO team

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