Brand is an awkward name to market. The Dutch brewery was founded in 1871 by the Brand family, when they bought the Netherlands oldest brewery (1340).
The brewery is now owned by Heineken and makes ten beers of which Brand Dubblebock is one.
The launch of Dubbelbock each winter is one of Heineken’s key calendar moments.
Indie Amsterdam has been Brand’s creative agency since April 2014, when Indie and activation agency, Sunshine and Sausages, were given the Brand Bier account without a pitch.
Boutique beers are thriving. And the boutique beers that are thriving particularly well have a story behind them. Indie Amsterdam has built its new campaign around the life story of master brewer, Rob Habets – each of his memories is used to describe the beer’s characteristics.
The film was shot in Limburg, a southern province in the Netherlands where Rob’s memories and his love for beer were born. Rather than using an actor or a fictional character, INDIE Amsterdam creatives started by interviewing Rob about his memories and created the film around his early life recollections.
Rogier de Bruin, creative director, INDIE Amsterdam, explained, “We wanted to create a commercial that emulates just as much love, skill and dedication that you can taste in this craft beer by Brand.”
Credits:
Creative agency: INDIE Amsterdam
Executive creative director: Lode Schaffer
Creative directors: Emilio de Haan & Rogier de Bruin
Production agency: Cake Film & Photography
Director: Paul Geusebroek
Producers: Jolanda de Boer & Anne van Kuyk
DoP: Menno Mans
Editor: Brian Ent
Music: Niels den Otter
Sound: Audentity
On-line/grading: De Grot/Joppo
Media strategy: Starcom
Brand Bier (Heineken Nederland): Bram Westenbrink, Marc Scholten, Marlou Lancée & Olivier Paquay
