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Grolsch teams with denim brand Denham to heighten craft ties


By Natalie Mortimer, N/A

April 12, 2016 | 2 min read

Grolsch is looking to heighten its digital content platform Canvas after creating a new campaign with Dutch jean brand Denham, as part of a wider strategy to align the brand with craft and creatives.

Eight campaign films centre on seven artisans, who all practice the skill and heritage of traditional crafts. The artists were profiled over the course of six months and their work will be showcased at a live exhibition in Amsterdam later this spring. Grolsch's digital agency Nation oversaw production of the films, which are now live across Canvas, and Grolsch and Denham's social channels.

The partnership with Denham follows a recently implemented visually-led content direction on Canvas, designed to sustain the beer brand’s credibility and engage creative consumers.

Silene Tordino, global marketing manager at Grolsch, said that Canvas provides the brand with a way for it to express its ‘Unconventional by Tradition’ culture.

"It aims to inspire creativity and encourages artists to challenge conventions which are important aspects of the brand’s ethos epitomized by the iconic Grolsch swingtop. With Canvas we want to build and sustain an open-minded creative community by co-creating and showcasing the latest in creative innovation."

Speaking to The Drum last year, Nation founding partner and creative director Tom Kile-Hartshorn said the long-term goal for Canvas is to create a space where Grolsch has a voice outside of its brand-led campaigns – none of the content published is connected to the beer – and become a “portal for inspiration”.


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