100 days after the elections, Leffe decided to create the longest terrace ever in the hope of uniting the two communities and bringing them back together. The beer brand placed 1000 tables along the 400 km language border and invited 1000 Flemish and 1000 French speakers to share a beer. Participants were also asked to discuss ten political questions set by a Professor and political scientist and reach (at least) 1000 compromises. To set an example for the national politicians, they should create a new government as soon as possible.
 

 
Leffe wanted to send them a strong signal and avoid beating that world record again as a Belgian beer brand. And nothing like a good Leffe to start a discussion on a topic such as politics. Even more accurate, around a table on a terrace this summer.

So, it’s time for a good conversation. And there is no better way to discuss in-depth than with a nice Leffe on a terrace – The National Debate

The objective was to stimulate the debate. This campaign was a real success and generated lots of reactions, participation, PR mentions in major national and international media, such as The Wall Street Journal, Euronews, ZDF… but also an impressive sales rise! And the least we can say is that Leffe and BBDO Belgium have succeeded!

Credits
Advertising Campaign: The National Debate
Client: Leffe – AB InBev
Advertising Agency: BBDO Belgium
Category: Alcoholic Drinks
Medium: Experiential marketing