grolsch
a 400-year-old lager walks into a film festival.
Grolsch had 400 years of heritage, a brilliant swing-top bottle and the official beer spot at TIFF. The danger? Becoming a green logo politely watching the festival happen.
We gave the partnership a job: make the beer part of the conversation, from the billboard above the street to the popcorn on the bar.
fifty pieces. one very green point of view.
Billboards, program ads, packs, patios, trivia cards and plenty in between. Different formats; same wink.
- integrated campaign — 50+ pieces of media
- out-of-home — downtown billboards
- print — tiff program book creative
- sip & social — on-premise game & experience
- retail & on-pack engagement
- patio takeovers
a beer with character should show some.
the media
CHARACTER and BOLD became giant downtown headlines, with festival photography and print carrying the same confident tone at human size.
sip & social
Part trivia, part party, part excuse to talk to the next table. The beer sat in the middle without behaving like a sponsor.
the popcorn play
A deck of film questions and a bag of popcorn gave bars something better than another branded coaster — and gave Grolsch a reason to start the conversation.
patio takeovers
We turned summer patios Grolsch green, because Toronto drinks outside the second the weather allows it.
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