A family-owned Dutch beer with a misleading name and a taste for mischief. Campaigns ranged from the Netherlands, where Bavaria is as common as tap water, to global markets where it played louder — always with a wink. One spot celebrated the beer’s private spring by branding it like bottled water. Another poked at artisanal everything with a campaign called “Real Men,” featuring a beer hidden inside fake books (yes, we threw a book launch). First met Erik Kessels on a shoot where everything went wrong. Stayed because the work didn’t.
