Gilles Vandenoostende

Hi, I'm Gilles Vandenoostende - designer, illustrator and digital busybody with a love of language, based in Ghent, Belgium.

"Become a Maes" campaign


Maes is not only one of Belgium's favourite brands of lager beer, it's also one of the most common surname. TBWA decided to combine those two facts to create a highly succesful Facebook campaign.

Divided in several phases, we first treated the true-blood Maes's to a free keg of beer, provided they had at least 20 friends to share it with. Later on in the campaign, we opened up the site and invited people to "cheat" by changing their surname on Facebook to Maes.

Nothing sells quite as well in Belgium as "free beer", so the campaign was highly succesful to say the least.

I helped streamline the flow and information architecture, did the graphic design to fit with the rest of the campaign and helped code the site's front-end.