2019 Glass: The Award for Change


Category A01. Glass
Idea Creation BBDO BELGIUM Brussels, BELGIUM
Media Placement BBDO BELGIUM Brussels, BELGIUM
Production BBDO BELGIUM Brussels, BELGIUM
Name Company Position
Sebastien De Valck BBDO Creative Director
Arnaud Pitz BBDO Creative Director
Frederik Clarysse BBDO Creative
Isabel Peeters BBDO Chief Commercial Officer
Christophe Malotaux BBDO Graphic Designer
Sofie Verstreken BBDO Chief Strategy Officer
Jesse Donkor BBDO Strategist
Lore Desmet BBDO Account Director
Lieselot De Fraine BBDO Account Manager
Josse Peremans AB Inbev Marketing Manager
Arnaud Hanset AB Inbev Marketing Director
Maxime Pudzeis AB Inbev Brand Manager


Jupiler is the leading beer brand in Belgium. And also the most stereotypical masculine brand. Its tagline has been “Men know why” for over 30 years. It has always communicated with traditional masculine codes. Because of this the brand still has a lot of credibility among traditional men. Jupiler decided to use this influence to help make society more inclusive. Sarah Bettens is one of Belgium’s most famous rock stars. On May 18 she announced her transition from female to male. Sam Bettens became one of the first, and certainly the most high-profile celebrity to make such a public transition. While most of society seems accepting towards transgenders, research has shown that many men are still struggling on how to react. Jupiler decided this was the perfect moment to promote more acceptance of transgender people among traditional men.

Describe the cultural / social / political climate in your region and the significance of your campaign within this context

A recent study by the Belgian institute for the equality of women and men (the “beyond the box” study) has shown that traditional men have more difficulties accepting transgender people’s new identities than women. Beers are a very important part of Belgian culture. Jupiler is the leading beer brand in the country. In this traditional beer culture, Jupiler is an important brand for conservative men, thanks to the “men know why” tagline.

Describe the creative idea

On may 18 2019, Sarah Bettens, one of Belgium’s most famous rock stars, announced her transition towards masculinity and became Sam Bettens. A huge moment for the transgender community in Belgium. One day later, Jupiler, Belgium’s most masculine beer brand with the 30-year old baseline “men know why”, published a newspaper ad stating two simple words: “Pintje, Sam?”. In English: “Fancy a beer, Sam?”. The expression “pintje?”, offering a beer, is a sign of male acceptance. The message to men was clear: Sam is instantly one of the guys. A simple beer served as a low-barrier conversation starter on the topic for men who don't know how to react towards transgender people. This traditional brand suddenly made a strong point about the normalization of transgender people. Without endless debates. Just no-nonsense instant acceptance.

Describe the strategy

Jupiler has always been the most masculine Beer brand in the country. It used traditional masculine codes in its communication and is often perceived as stereotypical. However, the brand is still very popular among traditional men. Jupiler used this influence to guide them towards a more inclusive attitude. The expression "Pintje?", offering someone a beer, is a sign of male acceptance. So Jupiler sets the example and shows men that Sam is to be accepted as a man now. And even more important, Jupiler opened up the transgender debate to a broader, difficult to reach audience, while using the everyday language of men and the low-barrier gesture of offering a beer.

Describe the execution

On may 20, we published a full-page newspaper ad in the Flemish part of Belgium - the part where Sam is the most Famous. The ad featured in the country's two most-read newspapers: "Het Laatste Nieuws" and "De Morgen", who, combined, reach almost 3 million people. That's 50% of the Flemish population. With this big mainstream print ad placement, Jupiler made a powerful statement for everyone to see: we instantly accept Sam Bettens as a man.

Describe the results / impact

Total earned reach: 30,467,076 impressions online (25 titles) and offline (8 titles), with a total offline reach of 5.224.407 Belgians and an online reach of 8,275,601 unique visitors. Via news and talkshows on the four main TV channels (public and commercial) and 18 different radio stations, Jupiler reached 7,133,851 Belgians out of a total population of 11 million. All of Belgian media outlets posted about the ad which massively strengthened the owned social exposure and total online impressions on social media (owned social media impressions: 96.350). Proof of the positive comprehension and attitudes were the multiple online newspaper polls indicating up to 75% positive evaluation rate.