Some things – and that includes brand histories told in grand ads – sound too good to be true. Until they actually turn out to be true. Heineken beer brand, Affligem, was originally founded by knights who decided to lay down their arms and devote their life to brewing beer. Really.

In other words – make beer, not war.

Given the mood of the moment throughout the world, that was a story too good not to use in the launch campaign for the Netherlands. Agency, MullenLowe Alfred thought the world could use a little humour too. Besides, humour in advertising is Heineken’s thing.

Credits:

Agency: MullenLowe Alfred
Creatives: Jorn Kruijsen, Jeroen van de Sande & Rogier Mahieu
Strategist: Paul van Kuilenburg
Account Management: Mark de Leeuw & Irene Spronk
Agency Producer: Carmen Ramsaran

Production Company: CZAR
Director: Bart Timmer
Producers: Wies Dammers & Karlijn Paardekooper
DOP.: Robbie van Brussel
Editor: Martin Heijgelaar @ MRTN
VFX: Postoffice
Grading: De Grot
Sound Design: Ambassadors

Client: Heineken Nederland
Client Management: David Lette, Etienne Bachellier, Nannette de Koning, Frida Boeke, Marc Scholten & Thijs Gussenhove