How Charley Boorman helped capture product essence for Pilsner Urquell.
Above: Screen experience and personality can drive a video.
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Pilsner Urquell Brief
SAB Miller have a celebrity tie in with Charley Boorman, star of The Long Way Down/Round and many other productions.
In order to leverage Charley’s participation, Shoot You were asked to produce a video of his visit to a traditional Pilsner brewery, in The Czech Republic.
The key challenge was time, with a number of lengthy scenes to shoot in just three days. A decision was also taken to produce several videos, rather than one long tour.
These included a visit to the first pub ever to serve Pilsner Urquell, across the road from the brewery. Also a wonderful explanation of the brewing process from their brewmaster.
Our favourite is the one above, which encapsulates the value of corporate video. The company, the product, the ethos, history and care, all communicated in a few minutes.
A shooting plan was created for the series of videos, although we needed to ensure Charley felt relaxed, not rushed, able to be his wonderful self.
A degree of spontaneity should be part of this type of video No point having a lead player with a great personality, if you don’t let them show the way.
Six of us toured the brewery, a Pilsner rep, agency staff, our three-man production crew (shooting on a C300) and Charley himself.
Few Pilsner staff spoke English, although as the video shows, the coopers, dray wranglers and tasters enjoyed the interaction. Their role in the video lower key but still significant.
The natural communication which developed made sure all we needed was captured on camera in ample time. If anything, the crew had to play catch up with events as Charley stimulated input.
Sound recording had been practical for part of the shoot and Charley provided a full range of voiceovers to cover any eventuality.
The edit went together very smoothly, the relaxed but professional nature of the occasion shining through, along with the tradition behind the product.
A little additional work with suitable music, visual enhancement such as the opening “book” and we were there. Simply a case of exporting the videos in formats the client requested.
The series of corporate videos were used on the SAB Miller website, incorporated into social media and played at various expos across Europe.
Well received as far as we understand. All in all, a great project to work on and a useful corporate message for our clients.