AS I AM

Grolsch needed a global campaign that celebrated its distinctive identity while standing out in a crowded beer market.

We created "AS I AM", a campaign that paired Grolsch’s unique brewing process with equally bold, unconventional characters from around the world—people who, like the brand, do things their own way.

From social, OOH, and global brand partnerships to a bar fridge and full web redesign, the campaign reshaped Grolsch’s identity. Collaborations with MoFilm and EyeEm helped set a new VBI, packaging, and creative direction, reinforcing Grolsch’s place as a beer that stands apart.

Photographed by Sam Wright