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Creative

Medieval Knights Make a Meaningful Career-Move for Affligem Beer

Craft beer brand Affligem launches Dutch campaign ‘Make beer, not war’ with MullenLowe Alfred

Medieval Knights Make a Meaningful Career-Move for Affligem Beer

Some things sound too good to be true, until they actually turn out to be true. HEINEKEN-owned beer brand Affligem was originally founded by knights who decided to lay down their arms and devote their life to brewing beer. In other words: make beer, not war. In its launch campaign for the Netherlands, the brand celebrates this remarkable history.

The Affligem campaign features a medieval battle near an eponymous village. When one of the knights refuses to fight any longer after slightly damaging his attire, some of his colleagues are quick to follow. After a short brainstorm on how to give new meaning to their lives, they decide to follow their hearts and devote their lives to what truly makes them happy. Affligem is born.


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Client: Heineken Nederland

Eindverantwoordelijke klant: David Lette, Etienne Bachellier, Nannette de Koning, Frida Boeke, Marc Scholten, Thijs Gussenhoven

Bureau: Alfred International

Strategy: Paul van Kuilenburg

Account: Mark de Leeuw, Irene Spronk

Creative: Jorn Kruijsen, Jeroen van de Sande, Rogier Mahieu

Agency Producer: Carmen Ramsaran

Production: CZAR

Director: Bart Timmer

Producer: Wies Dammers, Karlijn Paardekooper

D.O.P.: Robbie van Brussel

Editor: Martin Heijgelaar (MRTN)

VFX: Postoffice

Grading: De Grot

Sound design: Ambassadors

Category: Alcoholic Beverages , Beers

Genre: Comedy , Dialogue , People