At the time this campaign was pitched to the client, the Lav Pivo brand was second in the hyper-competitive Serbian beer market, behind Jelen Pivo.

Lav's target market is males between the ages of 25 and 50, football fans and described as 'natural born lions'*. With such a broad target group, the idea was to bring the user to an online experience they could identify with in the real world: the pub.

As an online campaign experience, the goal was to immerse the user in the brand, whilst providing essential engagement interactions. To get more information on the beer, for example, one would click on the bar and have a pre-scripted virtual conversation with the chromakeyed bartender, in which he would answer questions clicked on by the user.

Another essential interaction was the ability for the user to put together a fantasy football team, from a pool of Serbian footballers, and go head-to-head with other users in the ladders. Lav was a key sponsor of the Serbian national football team, and this was an essential branding component in the campaign.

*Indeed, the Serbian Lav Pivo translates to 'Lion Beer'.