“Beer brand Boréale was stuck between the growth of craft beers and the dominance of major breweries. To increase the notoriety of Boréale’s rich history and deep values, a communication strategy using solely digital content was elaborated. It took many shapes: minidocumentaries featuring Québécois enthusiasts and entrepreneurs with similar values as Boréale, photo essays with emerging artists to demonstrate the brand’s involvement in Québécois culture, and so much more. All this was brought together on a dedicated section of the site named The Boréale Culture.”
