Businesses don’t always welcome employees’ urge to innovate—or at least Pilsner Urqell doesn’t when it comes to “improving” its recipe.

The Czech beer brand has released a campaign to promote its new creative platform “Keepers of the Craft,” created by VCCP Prague. Its aim is to highlight Pilsner Urquell and its brewmasters’ commitment to the craft.

Owned by Asahi, Pilsner Urquell claims to be the world’s first pilsner from Plzen, Czech Republic, which continues to be made in the same way, same place and with the same local ingredients since its creation in 1842.

Titled “Taste Worth Protecting. No Matter What,” the 65-second film sees one employee seizing his Jerry Maguire moment, printing out his memo and walking courageously through the brewery to an office and asking a pair of executives where he can put his suggestion for improving the beer’s recipe.

The response is anything but vague, as the original pilsner lager underlines its commitment to remaining true to its original taste.

It was directed by duo Wolfberg with production from Boogie Films. A 30-second edit will also be produced.

CREDITS

Client: Asahi
Brand: Pilsner Urquell
Project: Keepers of the Craft

Director: Wolfberg
Director of photography: Jan Velicky
Production designer: Henrich Boraros
Casting director: Margareta Abena, Cast Me
Editor: Filip Malasek
Music: Ivan Zacharias
Production: Boogie Films
Executive producer: Jan Hrubec, Michal Cejnar
Producers: Eva Dvorakova Perez, Lukas Karvanek
PM: Betka Noll VCCP
Dejan Stajnberger
Marek Farkas
Miguel Molina
Aneta Zahorikova
John Daczicky