Following the success of our previous Bohém campaign, we set out to take the brand’s free-spirited essence one step further. This time, we turned it into a voice.
Introducing The Bohemian Line—an AI-powered voicebot that transforms everyday requests into bespoke poems. Whether it was a missed birthday, a last train home, or a marriage proposal, the Bohemian way was always just a call away.
TASK & CHALLENGE
Krušovice’s Bohém isn’t just a beer—it’s a way of seeing the world. But how do you express that spirit in a way that feels culturally relevant, creatively original, and tech-forward?
The brief was simple: find a way to bring Bohém to life. The challenge was to do it in a way that felt interactive, human, and rooted in Czech character.
So we looked to the most Bohemian form of communication, poetry.
SOLUTION
We launched The Bohemian Line—a phone-based AI poet trained on the voice, wit, and wisdom of Bolek Polívka, a true national icon. Users could request a custom poem for love, regret, celebration, or chaos with just one call.
Whether it was: A poetic apology for vanishing for three days
A romantic proposal crafted with beer-soaked charm
Or a very Bohemian way to quit a job
Each request received a personalised poem, delivered via SMS and voiced by the AI.
Behind the whimsical execution was a robust AI model and voicebot system designed to:
Understand context and tone.
Compose poetry in real time
Deliver it in a distinct, Bohemian voice
The system was fast, innovative, and surprisingly moving. It wasn’t just tech for the sake of it—it was storytelling at scale.
5k+
phone calls
8k+
minutes of voice interaction
6k+
SMS poems sent
61
proposals made
35
birthday saved
1
poetic resignation
The campaign gained strong PR traction, reinforced Bohém’s distinctive positioning, and had a measurable impact across the Krušovice portfolio.
But more than numbers, it sparked real emotion—and an authentic connection.
"Bohém isn’t just a beer—it’s a mindset. A way of life that’s free, creative, and unmistakably Bohemian. That’s exactly how we approached this campaign: not just as a product story, but as a living expression of the Bohém spirit."
Vaclav Krejčí, Creative Lead, FLO BX
Creative Agency: FLO
Creative Lead: Václav Krejčí
Strategy Director: Pavel Flégl
Client Success Manager: Lucie Coufalová
Designer: Martin Muhl
Designer: Miroslav Věšín
Art Lead: Marek Pařízek
Ideamaker: Martin Březina
Script/Copywriting: Travis O’Neill
AI Model Development: FLO Tech Studio
Voice Model: Inspired by Bolek Polívka
With The Bohemian Line, we didn’t just build a campaign. We created a new cultural tool—one that turned emotion into language, and language into brand love. Because in a world full of noise, sometimes the most powerful thing a brand can do... is find the right words. Let’s talk.
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