„Silence is Golden”: Leffe embraces the silent power of friendship in major new campaign

Developed in partnership with creative agency Wieden + Kennedy London, the platform is a nod to the historic Abbey of Leffe, where the beer was first brewed in 1240 and which acted as place of refuge for those fleeing revolution and war.

Initially launching in Belgium, Holland and France, the campaign will be spearheaded by a spirited 60-second spot that highlights the deep comfort that friendship brings, and the joy that social occasions (shared around a nice, fresh Leffe) can create.

Playing with the notion of comfortable silences, ‘Silence is Golden’ revolves around the intuitive, wordless communication between friends, with subtitles instead guiding the viewer – notably convenient for a multi-market campaign.

“This campaign marks a historic moment in the life of our eight-century old beer brand. It transports the foundational values of the Leffe Abbey and its beer, such as generosity, attention and honesty, to today’s world, in the hope of inspiring us all to have more deep and meaningful moments with our loved ones – inevitably over a Leffe and a meal,”

Leffe marketing director, Lourenço Arriaga said.

The film will be supported by social, digital and out-of-home assets embracing the ‘Bring More to the Table’ messaging and the traditional visual hallmarks of the Leffe brand.

There will equally be a range of native content released across social, digital and ecommerce to better communicate the campaign to wider audiences.

Marketing Beat