| Title | He Plants |
| Agency | Kaspen/Jungv.Matt |
| Campaign | Pardal - The International Day of Rural Women |
| Advertiser | Budvar |
| Brand | Budweiser Budvar |
| Date of First Broadcast/Publication | 2016 |
| Business Sector | Beers, Ciders, Lagers |
| Story | Pardal is an inventive people’s beer that is based on tuning everything in its drinkers' world. Pardal is perceived as a typical manly brand. It’s time to change this since many women appreciate Pardal’s tuned bitter taste as well. That’s why we focused more on women who are closest to the current Pardal’s territory – women living in countryside and small towns. As a way into this segment we used The International Day of Rural Women – a special women’s day which is recognized even by UN. Simply because women deserve one day just for themselves. It is celebrated by women finally doing what they want and their men doing their jobs instead of them. Which is also the message of our posters. The design of posters refers to communist era posters celebrating women’s day. Which unlike this day was celebrated mainly by men drinking on their women's health while the wives usually stayed at home with kids. But action speaks louder than ads. So on the day we also made our own celebration for waitresses and female pub owners that serve Pardal. We picked them up in the afternoon without telling them where they were going. We had our guys cover their shift in the pub and then took the girls to the city for a massage, to a hair and make-up parlour and treated them a nice dinner. Cause even a manly beer has a feminine side. |
| Media Type | |
| Creative Director | Lester Tullett |
| Art Director | Marek Hes |
| Copywriter | Jakub Vyslouzil |
| Account Manager | Radovan Borsky |
| Illustrator | Pavel Fuksa |
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