Facing the Elements

Radegast: Facing the Elements (The Charity Auction)

Context & Challenge (The Brief)

Every year, Czech beer brand Radegast builds its campaign around the core value of "facing life's elements with courage." In 2026, the strategy was originally designed around a TV commercial and an educational platform teaching people how to react during the critical first seconds of a fire.
However, in July 2026, a devastating real-world tragedy struck: a massive fire hit the Tomáš Baťa Foundation in Zlín, destroying their entire library of over 28,000 historic books. The agency’s challenge was to dynamically expand the existing campaign from standard advertising into a tangible, real-world rescue mission that would embody the brand's philosophy and actively help rebuild what the fire destroyed.

Creative Idea & Execution

We shifted the campaign from mere storytelling into real action. We brought together an unexpected trio: the raw courage of Radegast, the cutting-edge product design of AMPLLA fire shields, and the unmistakable artistic style of legendary Czech graphic artist Jaromír 99.
Jaromír 99 transformed three AMPLLA Safemaker fire shields—functional premium interior safety elements—into signed, one-of-a-kind pieces of art. Each shield featured a unique motif deeply rooted in the brand's mythology and the local region's identity: The Firefighter (courage to protect), The Pilgrim (inner strength to overcome obstacles), and the God Radegast (the ultimate symbol of resilience).
Instead of a traditional media push, we placed these functional art pieces into a nationwide charity auction on Dobrobot.cz. Every single cent raised from the auction goes directly to the Tomáš Baťa Foundation to restore the destroyed book fund and bring Baťa's legacy back to readers.

Results & Impact

The project successfully blurred the lines between product design, fine art, and corporate social responsibility. By turning an everyday fire safety object into a highly collectible piece of art, the campaign gained massive PR traction within both the creative and mainstream communities, proving that modern advertising can face real-world elements and turn the destructive power of fire into the constructive power of human solidarity.