The ‘Legends of Pilsner Urquell’ campaign will see the SABMiller owned brand’s factual history told using stop-frame animation.

Created by The Bank, alongside Second Home Studios, features animated paper models which have been designed in the tradition of Eastern European animation.

Petr Dvorak, global brand director of Pilsner Urquell commented: “This legend ‘The Day Pilsen Struck Gold’ is the story of how the finest of ingredients were married with passion and expertise to create the world’s first golden beer – a precious discovery. The animation reflects the movement from dark into light – from a world of murky beers, to the clear and golden Pilsner Urquell. The town of Pilsen and the ingredients are heroed in the animation – and every care was taken to ensure complete authenticity in the representation of all elements.”

The campaign was debuted in London at a drinks reception for European beer bloggers earlier this week and will initially launch online through the brand’s website and YouTube before rolling out globally.