By dramatizing how long the people of Leuven have been crafting the precious beer we hope to awake the consumer's interest. Few people realize that the history of Artois dates back to 1366 - a time when people's view of the world was very different. For instance, people believed the world was flat, that the sun set in the ocean and that Gods caused the thunderstorms. Despite these perils the people of Leuven ventured out into the world, knowing that perfection has it's price.

75% of target reached the first 6 weeks.Amount of visitors increased 900%.Research shows the site has greater reach than any other competitor’s, after visiting the website, brand values, likeability, consumption intention and frequency are rated significantly higher.Significant PR coverage and 300 blog posts about the campaign.