Old Style Pilsner drinkers are obsessed with debating its eclectic label.
But there’s one question no one’s tried to answer before.

So we asked it. Click below to see the online video that got it all started:

We created a site where people could upload their own theories,
and made a few short films with pilsner fans:

This campaign was all sorts of integrated and fun to produce. My favorite bits
were this balls-out stunt at a football game, and this balls-out theory
some fans posted on facebook: