Geronimo and Initials L.A. capture moments of true wealth across the globe for Kasteelbier.

During a sunny Friday afternoon, Xavier Vanhonsebrouck, the CEO of a local family brewery in Izegem, Belgium, engaged in a discussion with Gertjan De Smet, the Creative Director of content agency Geronimo, at Michelle's Pub, the brasserie known for its Kasteelbier, Filou, Bacchus, Brigand, and St. Louis beers.
The topic of their conversation was the level of awareness Kasteelbier, the mother of all Belgian special beers. Vanhonsebrouck, a level-headed individual, believed that Kasteelbier was much more well-known than many Flanders residents assumed, with people from Izegem to Tokyo talking about the "castle beer from Belgium." Even though Kasteelbier has yet to reach the Japanese capital, its fans and the beer itself can be found in virtually every capital city along the way. This expansion is a justifiable achievement for the brewery. An expansion of which the brewery can be rightfully proud, but Vanhonsebrouck felt that Geronimo had a point about the general public not being sufficiently aware of the beer’s existence.
This led to the idea spark that took the agency around the world to share how Kasteelbier is a part of people's lives, all around the world.

“Kasteel is more than a beer brand, it is a beer moment. A moment of true wealth. And thanks to our global expansion, you can find this true wealth everywhere.” Xavier Vanhonsebrouck

Geronimo were lucky enough to have the talented photographer, film director, and world traveler Jef Boes, a proud Kasteel Rouge fan, join our team. With the help of his Initials LA agency, we were able to create and produce a beautifully simple campaign.
The campaign tells the stories of six residents from six different countries and their daily lives. Through cinematic footage, they showcase the countries' cultural wealth, while also highlighting how Belgian beer culture has slowly gained popularity.
Each film ends with a moment of reflection, where the protagonist deliberately chooses a Belgian Kasteelbier over their own traditional beverage. This moment of true wealth is captured in a campaign portrait, also created by Jef Boes.
Sidenote: One of the stories in the campaign series is that of Ivan and was shot in St. Petersburg (Russia) a few months before Putin’s sudden invasion of the Ukraine. The campaign film will not be silenced out of respect for the local population, who in large numbers expressed their disapproval about the necessity of this war, but will also not be shown in the campaign media out of respect for the Ukrainian people.