DUVEL
Art Glass
Briefing
The Belgian specialty beer Duvel engages Storyboard to develop their annual hero campaign, with the goal to rejuvenate the brand within a young adult demographic. Duvel has always had a special interest in contemporary art.
Approach
After strategic consultation, the idea was born to revive and refresh a Belgian tradition. The Duvel Art glass campaign was born, which centered around young Morisson Schiffmacher. Being the daughter of a legendary tattoo artist, as well as the widespread cultural tattoo trend within the Millennial demographic, she was the perfect match to rejuvenate Duvel.
We brought the story behind the design to life through online storytelling, we activated the target group by giving away glasses and real tattoos. Her design was also immortalized life-size in the NDSM cafe for the press launch and the covid-proof pick-up event for signed glasses.
Results
A cross-media approach in which the online channels of both Duvel and Morrison were deployed to reach millions of Millennials. The story of Morrison and her proud father Henk achieved an enormous PR impact in both on-trade and lifestyle media, and through smart use of both retail and on-trade channels, all 70,000 glasses were sold out in a matter of weeks. Cheers to that.
