Ah, the Alps… Home to breathtaking landscapes, fresh air, and where cows and humans peacefully coexist, this mountain range evokes a feeling of calm and a sense of freedom in us. But what if you could experience all of these Alps-related emotions even though you are far away from the mountains? What if the Alps’ freshness is just a glass away from you?

With a tradition that dates back to 1646, Edelweiss is one of the world’s first wheat beers, which are still crafted following the same original and all-natural recipe. By blending the finest ingredients, pure water, and a hint of mountain herbs — including sage, coriander, and elderflower — the audience can unlock an alpine feeling just by cracking open a cold one regardless of where they are.

With the “Feel the Alps” campaign anyone can do just that. Proudly sharing its wheat beer brand as its new international brand, the Heineken Company joined hands with agency FRED & FARID Los Angeles, shining a light on Edelweiss’ heavenly home. A short visual journey, directed by Arnaud Uyttenhove of Caviar, brings the Alps closer, pouring their essence within our glasses (and screens).

The one-minute-long video is infused with the freshness of the Alps, painting an idyllic tableau that strengthens humans’ connection with nature. It focuses on a man and a woman venturing within the mountains, eventually getting a taste of the Alps’ natural treasures.

Frozen alpine ridges masterfully supporting the blue sky open the journey. The steep and snowy slopes are being descended at full speed, with one of the protagonists finally landing on a “cushion” of fir trees. Flying above crystal-clear waters, the two heroes of the video arrive at the next destination, where a beautiful meadow unfolds before their eyes. It is here where the two realize that their great adventure is being triggered by a sip of Edelweiss beer.

While opening an Edelweiss beer feels similar to taking “that first deep breath of pure mountain air,” according to the brand, the “poetic film‘s” images simply captivate the audience and nurture their wanderlust, as the video is “entirely shot in real conditions in the European Alps.”

Credits:

Client: Heineken Company

Brand: Edelweiss

Agency: FRED & FARID Los Angeles