| Title | PROUD OF BELGIAN BEERS |
| Brand | VLAM - BELGIAN BREWERS |
| Product/Service | BELGIAN BEER |
| Category |
F01. PROMOTIONAL ITEM DESIGN & PHYSICAL BRAND COMMUNICATION |
|
Entrant Company
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DDB BRUSSELS, BELGIUM
|
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Advertising Agency
|
DDB BRUSSELS, BELGIUM
|
|
Media Agency
|
MINDSHARE Brussels, BELGIUM
|
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Production Company
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SPUTNIK Kessel-Lo, BELGIUM
|
Credits
| Peter Ampe |
DDB Brussels |
Executive Creative Director |
| Danny Vissers |
DDB Brussels |
Copywriter |
| Rom/John Rom/John Peter Ampe |
DDB Brussels |
Creative Team |
| Jonathan D'oultremont |
DDB Brussels |
Copywriter |
| Dominique Poncin |
DDB Brussels |
Head Of Strategy |
| Maarten Van Daele |
DDB Brussels |
Strategic Planner |
| Francis Lippens |
DDB Brussels |
Account Director |
| Kaat De Brandt |
DDB Brussels |
Account Manager |
| Geert Desager |
DDB Brussels |
Head Of Digital |
| Christophe Liekens |
DDB Brussels |
Graphic Designer |
| Andreea Buescu |
DDB Brussels |
Web Design Lead |
| Bert Gybels |
Ddb Brussels |
Community Manager |
| Brigitte Verduyckt |
Ddb Brussels |
Tv Producer |
Brief Explanation
The insight that shaped the idea was: In a tiny country like Belgium, you first need to become successful abroad before you get recognition in Belgium. By leveraging this in particular for Belgian beer: we would reach our objectives for the client and really make Belgians realize it for themselves. We were not trying to sell more beer. We were selling pride.
The Brief
Grow enthusiasm for Belgian beer… amongst Belgians!
• For years beer consumption rates are dropping in Belgium.
• People in Belgium tend to perceive Belgian beer merely as a commodity
• For special occasions more and more Belgians prefer wine and cava.
Goals were to foster pride for Belgian beer in Belgium and grow a preference for beer instead of wine & cava.
How the final design was conceived
The campaign consisted of 2 phases. Phase one made Belgium rediscover the foreign success of Belgian beer. A special app on Facebook gathered all online compliments that were given to Belgian beer around the world.
In order to rekindle the pride for Belgian beers we shot 3 short films on foreign Belgian Beer enthusiasts in the USA, China & France.
In this second phase we gave Belgians the tools to demonstrate their newfound pride. We turned the national flag into a national beer flag. Just by adding white foam, the yellow part now looks like a fresh pint of beer.
Indication of how successful the outcome was in the market
The amount of Facebook fans increased with a staggering 3800%.
Our Facebook community grew to 34.000 fans in less than 2 weeks time.
Up until now we tracked compliments coming from 366 cities in 28 different languages.
The media attention generated by our campaign, incited the government to submit Belgian beer culture to the UNESCO world heritage list.
The campaign-effect on Belgians :
• 53% now feels more proud about Belgian beer.
• 36% more people bring beer instead of wine to a dinner party
• 33% say they drink more often Belgian Beer