Advertiser: HAACHT BREWERY
Agency: BOONDOGGLE
Category: Bars, Restaurants & Stores, etc.
Advertising campaign: DRINKING LOCK
Account Manager: Elke Dreesen
Account Supervisor: Eva De Gendt
Art Director: Matthew Lootens
Copywriter: Matthew Lootens
Creative Director: Raoul Maris
Executive Creative Director: Raoul Maris
Chief Creative Officer: Stef Selfslagh
Account Manager: Wim Robberechts
Advertiser's Supervisor: Anthony De Groeve
Producer: Carina Hölscher
Art Buyer: Doris De Smet
Executive Creative Director: Hans Kerkhoff
Art Director: Julie Vanderbeck
Copywriter: Julie Vanderbeck
Creative Director: Hans Kerkhoff
Planner: Steven Janssens
Ambient Execution Description
We raised the minimum age to drink Keizer Karel to 35 years.Quite literally, even: we banned our beer for everyone under theage of 35. A congenial message that we spread via billboards,POS posters and radio commercials.But in order to really prohibit the less mature person fromactually drinking it, we made sure that every bottle of KeizerKarel had a combination lock. We called it 'the drinking lock'. Atest, to find out if you really were old enough to drink KeizerKarel. If your answer was correct, you killed two birds with onestone: you had the right combination for the lock, and your bottleof Keizer Karel came free of charge. During the campaign astaggering 3000 bottles per hour were consumed in pubs andother licensed premises.Keizer Karel. An experience for people with experience.