AFFLIGEM. PROEF DE ZIEL. SAVOURER L’ÂME
ENGAGEMENT PLATFORM | POP-UP
Craft beers are on the rise. To engage with it’s target audience, Alken-Maes asked BORiS to develop a communication idea. “Proef de ziel” embodies the rich history, ingredients and craftsmanship that is put into Affligem beer. On top of that, the yeast can be described as the soul of Affligem.
To tell this story, Affligem asked two professional photographers, Serge Anton and Frederik Buyckx to capture the people and places that define the soul of their cities, Brussels and Antwerp.
The result, a black and white collection is shown in two pop-up galleries and throughout the national press.