A content series displaying how to grill like a real man. Extraordinary, manly BBQ experiences. The famed Belgian actor Axel Daeseleire and renowned chef André Amaro roamed the planet on a quest for the most rugged ways to BBQ. Grilling on an active volcano, liquid metal or on the hood of a racing car in the smoking desert for example. Each film shows the adventures they went through to get the perfect grilling done. The chefs prepared epic meals under challenging conditions with a Jupiler as a reward in the end.

During the two hottest months of the summer we released a video each week. Everytime a different angle to BBQ. Distributed through us and male oriented websites we created pre-rolls and advertorials that lured our audience to our content.

17 million views (89% of target audience)

81 million media contacts (28 million delivered as teaser views)