Belgian beer brand Leffe has today (14 April) launched a new pan-European brand platform to encourage the public to ‘Bring More to the Table’ and create deeper connections.
Developed in partnership with creative agency Wieden + Kennedy London, the platform is a nod to the historic Abbey of Leffe, where the beer was first brewed in 1240 and which acted as place of refuge for those fleeing revolution and war.
Initially launching in Belgium, Holland and France, the campaign will be spearheaded by a spirited 60-second spot that highlights the deep comfort that friendship brings, and the joy that social occasions (shared around a nice, fresh Leffe) can create.
Playing with the notion of comfortable silences, ‘Silence is Golden’ revolves around the intuitive, wordless communication between friends, with subtitles instead guiding the viewer – notably convenient for a multi-market campaign.
“This campaign marks a historic moment in the life of our eight-century old beer brand. It transports the foundational values of the Leffe Abbey and its beer, such as generosity, attention and honesty, to today’s world, in the hope of inspiring us all to have more deep and meaningful moments with our loved ones – inevitably over a Leffe and a meal,” Leffe marketing director, Lourenço Arriaga said.
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Shot by Sam Wright, the film will be supported by social, digital and out-of-home assets embracing the ‘Bring More to the Table’ messaging and the traditional visual hallmarks of the Leffe brand.
There will equally be a range of native content released across social, digital and ecommerce to better communicate the campaign to wider audiences.
Wieden + Kennedy London creative directors, Charlie Lanus and Lucas Reis added: “‘Bring More to the Table’ is born from the appreciation that Leffe is a beer with more flavour and substance, and also that our audience is a bit more mature. They are not standing around in bars and clubs anymore, they are sitting around the table, sharing life. It’s an invitation to share, in an honest way that only comes with the experience that age brings.
“‘Silence is Golden’ is our response to loud ads. It’s basically the opposite. Two old friends enjoying a beer, seeing life passing by, no need for words. What else do you need when you have it all?”
