Winners & Shortlists


Entrant Company BOONDOGGLE Leuven, BELGIUM
Advertising Agency BOONDOGGLE Leuven, BELGIUM
Name Company Position
Boudewijn Van Der Kelen Brouwerij Haacht Marketing Director
Parsifal Adriaens Brouwerij Haacht Product Manager
Niels Schreyers BOONDOGGLE Creative Director
Arjen Tarras/Kasper Janssens BOONDOGGLE Creative Team
Jonas Moors BOONDOGGLE Campaign Manager
Sofie Jossart BOONDOGGLE Campaign Manager
Davy Dooms BOONDOGGLE Graphic Designer

The Brief

Brouwerij Haacht asked us to help them relaunch their pils "Primus" in order to enlarge their customerbase. We found that quirky independence is part of the Primus beer gene pool. As a truly Belgian lager, it has remained completely independent and is able to choose its own path. And that's what we used to reposition Primus in the market. Macho or metrosexual, beard or no beard, ... Primus believes that guys should rebel against these confusing trends and follow their instincts. We launched a campaign targeted at men with the new motto “My way. My beer. Primus”.

Creative Execution

The way we transferred the message was an important element in getting the message across. Using Tinder gave us the opportunity to provide something a little more unexpected. One of the best things about Tinder is that it's full of people who are young, tech-savvy and highly connected. We used the dating app that scouts potential dates based on location and gender, not to find dates but as a clever way to deliver content in a more intimate one-on-one way. This quirky approach was perfect to express the rebellious character of Primus.

Describe the creative solution to the brief/objective.

In addition to getting the new motto across through traditional media, we came up with “Bartinder”, a mobile guerrilla stunt using Tinder, the most popular dating app of the year. We asked some lovely girls to flirt on Tinder. Our girls suggested a better way to pick up a girl in their latest profile picture: “A dating app? Come on! Just grow some balls and chat up a girl at the bar instead.” We gave them an extra push by using a Tinder “moment” to invite them to a Primus bar within 24 hours, two free beers included, one for them and one for a girl.


Within two days, fifty thousands guys saw our "dates" and 30% of them linked up with our girls to get more "personal". Some of them even made it to the bar and drank a beer in good company. In the meantime, the Primus motto is getting better known and guys are loving it ;-)