PwC Na Rovinu | Prague
As the final chapter of PwC’s student hiring campaign, Na Rovinu was designed to turn recruitment into a cultural moment. The goal was simple but ambitious: motivate students to apply, reward engagement, and celebrate talent - all in a way that felt genuinely relevant to Gen Z.
Task
Create a standout event that would serve as the culmination of PwC’s hiring campaign, seamlessly evolving from campaign communication into a live experience. The event needed to motivate students to submit quality CVs, strengthen PwC’s employer brand, and deliver a memorable finale - including the live draw of the campaign’s main prize: an Audi TT.
Challenge
The primary challenge was targeting the right audience. PwC didn’t just need volume; it needed high-quality candidates from selected universities. The event therefore had to resonate strongly with Gen Z while maintaining PwC’s premium, professional brand positioning.Another key challenge was location. PwC’s brand equity required something more elevated than a standard club - a space that felt exclusive, unique, and aspirational, yet still culturally relevant to students.
Execution
We identified a venue that naturally resonated with Gen Z and held strong cultural relevance, then fully transformed it in collaboration with the event agency to align with PwC’s brand guidelines and visual identity.
The event concept was built as a natural extension of the campaign message: Send your CV to PwC, get a chance to win an Audi TT, and celebrate with your friends at an unforgettable party.
Every element was carefully curated for the target group:
A phased event program to maintain energy and anticipation throughout the night
Dance workshop to warm up the crowd and set a participatory tone
Live performances by Pam Rabbit and Annet X — artists selected based on Gen Z research and popularity
Strategic Audi TT teasing integrated into the program to build excitement
The live prize draw as the emotional and narrative peak of the evening
The event flowed from social experience to brand storytelling, ensuring that PwC remained at the center without ever feeling forced.
Results
Record number of CVs received during the campaign
Strong social media reach and organic visibility among Czech university students
Highly positive feedback from attendees and stakeholders
Flawless on-site execution by the event agency
Strengthened perception of PwC as a modern, aspirational employer for Gen Z
PwC Na Rovinu demonstrated that recruitment doesn’t have to feel transactional. When brand, culture, and experience align, hiring can become a celebration — and a powerful communication tool.
