JUPILER
The VAR Takeover
Jupiler hijacked the buzz around soccer's VAR (Video Assistant Referee) by sponsoring the most heated moments.
As fans debated controversial calls, Jupiler stepped in as the beer that cooled things down — letting fans have their say and rewarding them with beer and match tickets.
It was a clever, timely use of contextual media that cut through the noise, turning live match drama into brand engagement and making Jupiler part of the conversation every time the referee made a VAR call.
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The 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 mechanic who had thrown away the artwork to co-judge these submissions.
This swift, innovative response made Jupiler a part of popular culture and brought the brand's fans closer together.
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Agency: draftLine