The objective was to communicate on any flavor from a unique aesthetic base and create an homogeneous style.

The theme of the phoenix has inspired the idea of construction of the set while traveling and entering into it.

The film comes in a long version and in shorter episodes: 1 for each flavor/territory.

The film was first revealed during an e-PR event, to a VIP circle of beer / heroic fantasy e-influencers.

The reveal to the public took place on Social Media: Youtube (a masthead and a trueview media campaign), Facebook and Twitter.

The number of YouTube views isn’t relevant because it depends on media buying.

However, the quality of the video allowed us to reach a very good 100% viewing rate at 22% (twice the average of YouTube)

The e-PR coverage is very important (+ 1000 mentions and shares on Blogs/Facebook/Twitter) the first week, which represents great earned media.

Most of comments and mentions are excellent and highlight the quality and the extraordinary aesthetics of the film, driving modernity and desirability to the brand. For the viewers, there’s no doubt: Grimbergen is the most contemporary Abbey Beer.