Zlatý Bažant – 0,0% X-Bionic – THIS IS LOCCO

Brief

To communicate the partnership between Zlatý Bažant Radler and the triathlon championship at X-Bionic Sphere.

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Insight

Zlatý Bažant Radler has its legendary symbol—the number 0,0.

Idea

What did we invent? Absolutely nothing. It wasn't necessary at all. The visual already existed. The running tracks at the sports center look exactly like our 0,0 logo. This is clear proof that our Radler is a perfect fit for the race. We captured this incredible coincidence in a screenshot from Google Maps, and the foundation of our visual was born.

Zlatý Bažant Radler 0.0% is a partner of the triathlon championship at X-BIONIC Sphere. We were asked to promote the event with a post on Zlatý Bažant's social media channels.

We didn't invent the final visual; we found it.

On a map, which proves that the number 0,0—the main symbol of our product—is actually located directly within the X-BIONIC Sphere complex.

As two running tracks side by side, even with a comma between them.

The visual was awarded in the monthly Stratégie rating and also received a nomination in the MAD STARS competition.

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