We let Plzeň shine for the people who make a difference.

The Brief

FC Viktoria Plzeň players took part in a unique initiative. On their jerseys, they replaced their own names with the names of local personalities. These were people who have made a real impact in the city but aren’t publicly known.

Gambrinus wanted to celebrate these local heroes, and our role was to bring the project to life. We developed the creative concept and helped make sure their stories reached the public.

SmartSolution™

We developed the creative concept Plzeň září pro legendy (translates as Plzeň Shines for the Legends). The idea centered around highlighting the people who usually stay in the shadows. The “shine” motif was carried both visually and emotionally throughout the project.

For the campaign, we produced a spot featuring FC Viktoria Plzeň players. We introduced the nominated personalities and built a website where people could vote for the names they wanted to see on the jerseys.

The Result

Over 250 organic media mentions show that the campaign captured attention not only from players and fans, but also from the broader public. We’re particularly proud that it engaged Plzeň residents and sparked pride in their city.