Edelweiss Beer: Feel the Alps

Edelweiss, the HEINEKEN owned premium wheat beer brand, introduces the second chapter of its “Feel the Alps” platform, with creative agency FRED & FARID Los Angeles. For this latest iteration of its iconic and award-winning* campaign, the brand and the agency partnered with renowned Peruvian fashion photographer Hans Neumann. Building on the success of last year's award-winning campaign, Edelweiss continues to push boundaries of beer communication. Like the first opus, this spot boldly foregoes any music, only sound design and mesmerising images to invite the viewer to the most sensorial elevated experience… it’s daylight, the mountain is beautiful, the altitude, the sun, the rush of churning water through a stream, the flowers, the bees, aerial shots of snow-capped mountain peaks, the wind, the birds, the breathing of fresh air, the fingertips lightly brushing wildflowers, the friendship, the sage, the golden wheat, the Elderflower, the hint of mountain herbs…all this contributing to a unique refreshing sip of Edelweiss. Drawing inspiration from the rejuvenating alpine vistas of Edelweiss’ origins, the film offers to the viewers a sensorial journey that perfectly captures the essence of the Edelweiss experience. Edelweiss is a modern take on a centuries-old wheat beer recipe, crafted with all-natural ingredients and infused with a subtle refreshing hint of mountain herbs (such as sage, coriander, and elderflower), providing an elevated drinking experience that delights all the senses. To capture the essence of this unique sensory beer experience, Edelweiss and the agency enlisted Hans Neumann, renowned for his editorial work with luxury fashion brands, to showcase the brand's unique features through striking visuals and evocative imagery – far from the traditional codes of beer communication.