IDEA

AB InBev is the world's largest brewery. They dream of being the best beer company that brings people together. So they wanted to create a city guide, mainly for over sea clients and business partners but also to distribute in their POC's in Brussels. They asked Marvin Media to present them with a cool and edgy city guide in which several venues that serve AB InBev beers are published. Besides that, the city guide needed to list must-visits and go-to places and events. 

CONCEPT

HI BRUSSELS is a custom, edgy city guide, created for AB InBev, targeting clients and business partners of AB InBev that stay in Brussels during a couple of days and want to check out cool hotspots. But it also targets random people interested in trendy bars, restaurants and hotels. AB InBev also distributed the city guide in their POC's in Brussels. You will find - amongst others - hospitality reports, cultural articles, facts and figures about Brussels and spectacular photography of the vibrant capital of Belgium.

METHOD

AB InBev presented the POC's they wanted to enlist in the city guide. Marvin Media got a 'carte blanche' on design and interpretation of the other articles. The editorial team of Marvin Media interviewed key persona, arranged photoshoots, planned general meetings, designed the lay-out and eventually printed the magazine. The goal of HI BRUSSELS is to present clients and business partners of AB InBev with trendy places to eat/sleep/drink/party when visiting Brussels. Key element was to avoid putting too much attention in the articles on the beer brands of AB InBev. That's why HI BRUSSELS looks and feels like a cool and underground city guide. 


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— J.A.

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