True wealth is all around you

Agency: Branded by Geronimo

True wealth in France

True wealth in Holland

True wealth in Ireland

True wealth in Israel

True wealth in Russia

True wealth in the USA


Since the commercial launch of one of Belgian's founding specialty beers 'Kasteel' in 1991, the beer brand has been spreading globally in over 60 countries, with Kasteel beer receiving messages from fans from all over the world almost daily. In spite of that success, the Kasteel brand has been lacking a media / campaign presence for years.

Together with film director and photographer Jef Boes (Initials LA), production company Geronimo traveled to 6 of the biggest export countries of Kasteel to cinematographically capture how their beer culture has slowly gained it's place within the cultural wealth of those various countries. The stories, making use of local street casting, portray a typical day of a local resident, ending with a moment of reflection about the true wealth in life. Accompanied not by a nationally established beverage, but a Belgian Kasteel beer.

The daring production trip, led us to Tarascon (France), Wyoming (USA), Rotterdam (The Netherlands), Jerusalem (Israel), Cork (Ireland), and Russia, which was not yet at war at the time. However, in Saint Petersburg we got a glimpse of the many Russians who openly opposed the war of their country (or its ruler) and spoke with pride about the real cultural heritage of their country, captured in the campaign film.

The moments of true wealth in each country were captured in 60”, 30”, 15” and 7” films, photographic portraits by Jef Boes and soundtracks by the hand of Peter Baert and his award winning sound studio Raygun brussels.

This professional campaign titled 'True wealth is all around you ' was published in Belgium, France, and United Kingdom in May, 2023. It was created for the brand: Kasteel, by ad agency: Branded by Geronimo. This Design, Film, and OOH Outdoor media campaign is related to the Alcoholic Drinks industry and contains 6 media assets. It was submitted about 1 year ago.


Client: Brouwerij Vanhonsebrouck
Brand: Kasteelbier
Client Contacts: Xavier Vanhonsebrouck, Michiel Clycke, Frederic Boulez
Agency: Geronimo Brands
Creative Director: Gertjan De Smet
Creation: Gertjan De Smet & Jef Boes
Campaign Strategy: Maarten Van Daele, Gertjan De Smet
Production Agencies: Geronimo en Initials L.A.
Film Director: Jef Boes
Research: Lise Everaert, Dorien Matthys, Axelle Leus
Production lead: Lise Everaert
Local Producers: Maud Hezard (France), Anna Vyalova & Alexander Biervert van Andy Fiord Production (Russia),
Patrick Daly van Yoke Productions (Ireland), Rina Gluckman & Kamila Chantov van Untitled_Tlv (Israel), Noam Harary
van Gum Zoo Pictures (USA), Lise Everaert & Axelle Leus van INITIALS L.A. (Holland)
Casting agencies: Enjoy Models Management (France), Street casting (Russia), S.A. Ireland (Ireland) Street casting
(Israël) Street casting (USA) Steet Casting (Holland)
Local Cast: Adrien F. (France), Ilya M, Nickolai P, Anton T (Russia), Tanya V (Ireland) Kalman G (Israël) Emily S., Grant G.
(USA), Stijn D. (Holland)
Project Management: Lise Everaert, Loy Goossens
DOP: Stefan Van Diest, Ivo Nelis (France)
Camera Rental: The Movie Lot
1st AC: Patrick Nishimwe
Ga!er: Louis Philippe Beauduin
Post-Production Geronimo Brands
Head editor: Bram Dutry
Supporting editors: Olivier Lambrecht, Helena Overlaet Michiels, Sander Denayer
Color Grading: Tom Mulder, Francois Dubois
Art Direction: Gertjan De Smet
Motion & FX: Birger Platteuw, Sander Denayer
Sound Design & Mix: Raygun
Composer: Peter Baert
Sound design & Mix: Klankwerk (France)
Composer: Thomas Houthave (France)
Photographer: Jef Boes
Photo light & digital assistant: Louis Philippe Beauduin
Photo Retouche: Eclipse retouch
Campaign URL:


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