L’Academie Artois.

Having just revamped their Artois range, InBev wanted to train the nation’s bar staff on everything from talking about the drinks to actually serving them. Enter a staff advocacy programme named L’Academie Artois. Comprising a series of workshops, it enabled attendees to improve their skills at suggesting, pouring and pairing the drinks with food. The design of the programme itself was based on authentic broadsheet agricultural auction papers from the brand’s native Belgium – an idea that worked well for all the output: A2 posters, prompt cards, a folder containing a business card, a CD containing all the workshop content and, for those bright enough to graduate, a certificate.