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La Frontale is a brand of beer launched by Évolution Verticale, a large outdoor sports club based in Brussels. By reference, it is aimed at climbers. The beer is available to order and is also sold in a number of climbing bars in Belgium.

Description of the realization

For the launch of the second brew, we produced an advertising spot to promote the pre-order campaign. The idea was to highlight both the beer and link it to the club’s various activities. This allowed us to promote these sports and, at the same time, create a link with the target audience. As this beer is not intended for mass distribution, the communication is based mainly on the link between the outdoor passion and this brand.

The filming was carried out 100% in the studio. All the other images were taken from the club’s archives and external image banks. This meant that the shoot could be condensed into half a day. The idea of the rise and fall of the beer enabled us to make connections with the various archives we had at our disposal.

Post-production above all required time to make good use of the archives and to ensure that the different images were consistent with the studio shots. In the end, we produced a video in 16/9 format for the website and in square format for the social networks. The video was widely shared among the community of practitioners. This made it easy to reach the core target audience.

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