Plzeňský Prazdroj is launching a new campaign for a project to promote the cultivation of Czech malting barley. It aims to draw attention to the importance of this crucial ingredient for Czech beer. The central character is the modern-day hero of JET-MAN. The campaign for Prazdroj was prepared by Svengali Communications.

 The cultivation of barley in recent decades is threatened by climate change. “Without quality barley, there would be no malt and therefore no Czech beer. That is why, in an entertaining way, we want to highlight its importance as well as the problems faced by its growers. We created a straw superhero that people encounter in daily life and in digital. And with it, they will be able to show that they care about Czech beer,” says Prazdroj spokesman Zdeněk Kovář.

 The protector of malting barley, made from straw, has already begun his mission and people will meet him throughout the Czech Republic during January and February. Life-size JET-MAN has appeared in four dozen locations in the Czech Republic these days. “Along with us, the five personalities will draw attention to the importance of barley for Czech beer. They heeded our call and ‘dressed’ every BARLEY-MAN in a T-shirt with a ‘barley’ design they designed themselves. Five unique graphics were created,” says Marek Pražák from Svengali Communications. The authors of the graphics are designer Maxim Velčovský, actress Kristýna Leichtová, singer Jitka Boho, actor Marek Adamczyk and graphic artist Renáta Tšponová.

“From 17 January to the end of February, there is an appeal for the public to take a picture with JET-MAN and let them know that you care about Czech barley.” People who send us a photo of themselves with a straw hero can win a T-shirt with a unique design of their choice,” adds Marek Pražák.

People can meet straw heroes especially in pubs and restaurants in 21 cities across the Czech Republic, such as Prague, Brno, Plzeň, Ostrava, Olomouc, Písek, Mosta or Přerov. But also in shopping centres in Prague on Chodov, Černý Most, Zličín and In Pardubice. People can find a list of all places with JET-MANY as well as space for sharing pictures on the website www.projecmen.cz.

JK