JUPILER
VAR TAKEOVER
The campaign transformed one of football’s most notoriously frustrating pauses—the Video Assistant Referee (VAR) review—into a high-engagement brand activation. During these lengthy and often heated reviews, fans are completely glued to the TV waiting for a decision, making it a rare moment of undivided attention.
The creative idea centered on "cooling fans down in football's most heated moments." By aligning the lighter, more refreshing Jupiler Blue with the tension of every VAR pause, the brand turned a frustrating break in play into a rewarding, interactive second screen experience.
During Jupiler Pro League matches broadcast on DAZN, the brand took ownership of these live moments.
Whenever a VAR review occurred, our branded campaign overlay appeared on the TV broadcast, inviting fans to "help the ref" by voting on the decision in real-time. Participants were instantly entered into a draw to win prizes ranging from free beer to match tickets.
Results
The Category Leader: Doubled overall market share, firmly securing the brand's top position.
Huge Sales Growth: Drove immediate commercial results, generating a massive 65% increase in Jupiler Blue sales.
Exceptional ROI: Maximized campaign efficiency, generating €2.07 in earned media value for every single euro invested.
Record-Breaking Engagement: QR code interaction rate 25 times higher than the global industry average.
JUPILER
MUSEUM OF MODERN ART
When a museum worker mistakenly discarded artist Alexandre Lavet's beer can artwork, believing it to be trash, the incident went viral, sparking widespread discussion about the nature of art.
Jupiler seized this moment by launching the "Museum of Modern Art" campaign, encouraging social media users to share their own Jupiler beer can art. Jupiler then reunited Lavet and the elevator mechanic who had thrown away the artwork to judge these submissions alongside art and beer experts.
This swift, innovative response made Jupiler a part of popular culture and brought the brand's fans closer together.
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