Grolsch
Under the Unconventional platform, I worked on a series of cultural initiatives that positioned Grolsch as an active supporter of emerging creativity and alternative culture. The work spanned social media campaigns, short film screenings, festivals, large-scale cultural celebrations such as the Netherlands’ King’s Day, and a range of brand activations designed to connect authentically with artists, creators and independent communities. Rather than relying on traditional beer advertising, the platform focused on curation, collaboration and participation, allowing Grolsch to live naturally within the creative scene and reinforce its identity as a brand that celebrates unconventional thinking and expression.
Client
Grolsch
Campaign
Unconventional Museum // Reinventions
Category
Community
Experiential
Cultural Innovation
Role
Creative Direction, Art Curation
The Unconventional Museum // To celebrate the 10th anniversary of Club Cultural Matienzo (a landmark space for emerging artists) we faced a paradox: the lineup featured renowned acts who had taken their first steps at Matienzo, but in doing so, there was no room left for new creators. The celebration risked contradicting the very spirit that built the venue. Partnering with Grolsch, we turned the problem into the idea. We launched The Unconventional Museum: an open call on social media inviting new artists to submit their work. After curating more than 250 pieces, we transformed the entire venue into a living exhibition by turning everyday surfaces into unconventional canvases: from posters and projections to coasters, menus, bathroom mirrors and even the staff’s apparel. If there was no room on stage, we created new stages. For one night, Matienzo celebrated both its past and its future, honoring the artists who grew there while giving emerging voices their first public spotlight within the same event. The anniversary didn’t just look back. It made space forward. // +250 creators exhibited for the first time // +800K organic impressions
Reinventions // As part of the Unconventional platform, Reinventions marked a shift in Grolsch’s communication strategy by exploring new ways to connect with audiences through creativity and experimentation. What began as an idea to redesign beer cans evolved into a more ambitious concept: reinventing their everyday use. The campaign invited micro-influencers and artists, including musician Nicolás Prado, to transform Grolsch cans into unexpected objects. The centerpiece was a handcrafted banjo built entirely from beer cans, unveiled during a surprise live performance at Rock & Ribs, a bar in the heart of Palermo. The unexpected concert turned the venue into a moment of discovery, blending music, craft and brand presence. The project resulted in a series of content pieces capturing the performance, the atmosphere and the creative process behind it. Reinventions showcased the versatility of the product while positioning Grolsch as a disruptive and innovative brand within the premium beer category.
Together, these initiatives established Unconventional as more than a campaign, turning it into a living cultural platform. By consistently collaborating with emerging artists, rethinking traditional formats and creating real moments of participation, Grolsch built long-term relevance within the creative community, reinforcing its positioning as a brand that doesn’t just talk about being unconventional but actively practices it.
