Agency: TBWA


Sour. There is no better way to describe the feeling of closed bars in Brussels due to the COVID-19 crisis. The conviviality that we so sourely miss, the bars that are left abandoned. Difficult moments: for the bar-goers, but especially for the bar owners. It is literally five minutes before closing time. That’s why launched ZUUR, a sour beer to help their bar culture stay alive.
ZUUR is a unique blend of lambic, originating from Cantillon, the last Gueuze brewery in Brussels, and a blond beer from the young Brussels brewers ‘En Stoemelings’. The beer has a high acidity level and symbolises this sour period for the bars. And must therefore guide them through this crisis.
With this initiative, the non-profit organization Growfunding hopes to save as many Brussels bars in trouble from permanent closure as possible.
Anyone who wants to can give their favorite Brussels café a financial boost via More than sixty Brussels cafés, including icons such as Au Daringman, Het Goudblommeke in Papier, Monk, Roskam and Les Brasseurs, are participating. Those who support their favorite pub will receive a voucher for the beer as a gift.

This professional campaign titled 'Sour' was published in Belgium in February, 2021. It was created for the brand:, by ad agency: TBWA. This Integrated medium campaign is related to the Alcoholic Drinks and Public Interest, NGO industries and contains 1 media asset. It was submitted over 2 years ago.


Advertising Agency: TBWA, Belgium

Millennium Esto...


Sign up for our newsletter

Don't miss out. Receive our free weekly newsletter to learn about the best creative work from all around the globe. We're keeping your email safe and confidential.