In 2011, Belgium broke the world record for the longest period without a government. In 2019, new elections produced an even more fragmented political landscape. Political leaders from the Dutch-speaking North of the country and the French-speaking South refused to sit at the same table. As a Belgian beer brand, Leffe decided to act and avoid to beat that world record again…
100 days after the elections and a total political deadlock, Leffe created the longest terrace ever: 1000 tables placed along the 400 km language border. For days, we gathered more than 1000 GPS coordinates. Via geo-targeted ads, we brought together 1 Flemish and 1 French speaker at each table and invited them to reach a compromise on 10 political questions, put together by a political scientist. All this while sharing a good Belgian beer and setting that way an example to our politicians. Finally, we delivered these results in the form of a report to party leaders. In order to help them in their negotiations and form a new government as soon as possible.
95% of participants reached a compromise in 17 min (on avg.)
69% of population reached
+€650k earned media