2015 marks the 400th year for Grolsch and the brand wanted to celebrate this. We created an event with global recognition and launched the communication platform for a year-long global consumer program. To continue the brand’s legacy of nurturing creativity, we launched ‘Celebrating Creativity 1615 – 2015’.
The campaign kicked off with the Grolsch 400 Workshop event. We invited 400 artists from around the world to express themselves, paying tribute to the unique Grolsch Swingtop bottle. The end result: 400 unique pieces of art. Artists were welcomed to a warehouse in Amsterdam, in the heart of the city’s creative district, equipped with an art supply store, easels, canvases, bar, amphitheatre, food court and all-day DJ sets.
Our artists consisted of 28 VIP and well known artists from across the world and 10 artists from The Netherlands who were our “artists in residence”. We also recruited through our art competition, this attracted a further 362 artists. Amsterdam Street Art hosted the Facebook invite-only event page, that reached 8.3k people in just 3 weeks.
The event was a huge success, we created 450 unique and truly amazing pieces of art over 3 days, which have formed the full campaign mosaic that is at the heart of the consumer global campaign. Adaptations of the campaign have gone live globally and incorporate above the line advertising, digital advertising, limited edition packaging and glassware.