The Litovel brand scores well in quality ratings, but was missing that special something to make consumers passionate about the brand. We started with the fact that the Litovel Brewery is a place with a special soul that has always attracted people with a genuine love of beer – great brewers, celebrities, and especially lovers of the amber nectar. That is how the “We” concept arose. Litovel beer reflects the uniqueness of the place it was born. “We” can enjoy life but also grapple with any adversity, follow our desires and do things honestly. The campaign exclusively involves locals, fans of Litovel beer – village mayors, a team of rowers or three generations from one family.