This online campaign – later turned into a European Parliament exhibition–was designed to create a better understanding of brewing and raise awareness on the number and variety of people involved in the brewing and distribution process. ‘Faces of Brewing’ was awarded the European Public Affairs ‘Digital/Online Champion of the Year’ award in 2012.
The brewing sector has many benefits for local and national communities. Its cultural value stands for thousands of years of craftsmanship and tradition across Europe. It is a fundamental part of the European economy, and has an impact reaching far beyond beer, to sectors such as hospitality, agriculture and trade. However these attributes are too little conveyed to the wider public.
Together with The Brewers of Europe, Cambre devised an online campaign offering amateur European photographers the opportunity to showcase their best images of the faces ‘behind’ the brewing sector. Photographs were published on an ad hoc platform and judged by a panel of renowned international photographers and industry representatives.
Running for three consecutive years and supported by strong online promotion, ‘Faces of Brewing’ received more than 44,000 visits and 1,200 photographs for consideration, of which close to 100 were chosen to appear on the website. Judges awarded prizes to the most visually appealing, original and self-explanatory photos, while website visitors contributed to selecting prizes for the most popular photos and the favourites on social media. We helped the Brewers leverage their members and networks. The competition was mentioned in specialised media and websites in Europe and beyond.
But Faces was not only an online affair. Each year, the first prize winner was announced at and invited to attend the Brewers’ yearly signature event, Beer Serves Europe, a high-level conference featuring speakers of the caliber of Jose Manuel Barroso (President of the European Commission at the time) and Danuta Hübner (leading Polish MEP and former European Commissioner for Regional Policy).
In 2013, ‘Faces of Brewing’ became a European Parliament exhibition. Offering a selection of the best images from the competition, the exhibition was launched by MEP, then President of the European Parliament Beer Club and current EU Employment Commissioner, Marianne Thyssen. More than two hundred visitors voted for their favourite photos hanging on the Parliament walls and contributed to nominating ‘the Parliament’s Choice’.