Olympic campaign of Budějovický Budvar dedicated to the fans

The national brewery Budějovický Budvar has become a new official partner of the Czech Olympic Team as of 2025, building on its cooperation with the Czech Paralympic Committee, whose partner it has been since 2023. In its campaign, Budvar turns to fans who support Czech sport at home, in pubs, on town squares, and on the balconies of apartment blocks. The campaign is built on a simple but powerful idea: Czech fans are among the best in the world. Just like Budvar.

Fans who are willing to go the extra mile. Who carry beer through crowds, set up projectors, bring neighbours together, and create an atmosphere thanks to which the Olympics don’t live only in sports venues, but across the entire country. Budvar raises a symbolic toast to them and thanks them for turning the Olympics into a truly shared experience.

The main 30-second spot shows the preparations and anticipation of these “invisible heroes” just before the Games begin. It culminates in a countdown in a pub and a shared toast. Two 10-second cutdowns then focus on small yet powerful moments. In one, a young man carefully walks down stairs with his arms full of beers for his friends. Each step is accompanied by the cheers of fans watching a match on the screen and shouts of “come on.” The moment he sets the beers on the table, the stadium erupts in celebration. The other shows an Olympic match being projected onto the wall of an apartment building, uniting the entire block into one improvised stadium.

“We all remember those great golden moments, our Nagano, the successes of Aleš Valenta. But the best fans live the Olympics all the way through, regardless of performances or results. Simply because they want to support the Czech team – and that felt like a far more interesting part of the story to us,” says Martin Světlík, Chief Creative Officer at Ogilvy.

“An Olympics without fans is like theatre without an audience. Fans are what give sport its energy and meaning. And for us Czechs, beer simply belongs to cheering. When you put that together, you get a clear and strong insight: as a brewery, we’re not just partners of athletes, we’re partners of all their fans as well,” says Gabriela Kudrnáčová, marketing manager at Budějovický Budvar.

POJĎ (Come On)

The POJĎ concept was created at Ogilvy originally for the Czech Olympic Committee with a simple goal: to get Czechs moving. Not only as fans, but as people who have a relationship with sport, with activity, and with their own motivation.

“We were looking for something that connects athletes across disciplines with all fans, wherever they cheer from. And we found one word. A word that can encourage, unite, and make people join in. A word that’s heard in stadiums, at home in front of the TV, and on the top of a hill. POJĎ brings together movement, cheering, and support for others. It’s simple, but it carries enormous energy that can get people out of their chairs and connect them with one another,” says the author of the idea, Richard Kolbe, Creative Group Head Writer at Ogilvy.

POJĎ works as a shared energy that flows between people. Everyone has their own POJĎ inside them, sometimes they just need to unlock it. Just like fans shouting “pojď, pojď, pojď” so our athletes can hear them. This shared POJĎ and the feeling that we are one team belong among the strongest motivations to perform.

As part of the collaboration with Budějovický Budvar, the POJĎ concept naturally connected with the brand’s Olympic communication and was reflected in a limited edition of fan-design cans called FANDI POJĎ, created especially for the Olympic period.

The campaign has been running since January 5 and will continue until February 22, 2026, and will be deployed across TV, out-of-home, online channels, and point of sale.

KREDITY

Kreativní agentura: Ogilvy
Mediální agentura: Publicis Groupe
Produkční agentura a režie: Bistro Films, Marek Partyš
Mediamix: Televize, Out-of-home, Online, Instore / POS
Chief Creative Officer: Martin Svetlík
Creative Group Head: Richard Kolbe
Art Director: Michal Janči
Strategy Director: Adam Špina
Strategic Planner: Nikola Klepáčková
Account Director: Anastasia Sochneva
Account Management: Tereza Kozlová