Nation Combine Grolsch & Denham in Artisan Project

What better way to demonstrate a brand’s core values than by teaming up with a group of artists to visually bring it to life?

London-based agency Nation has created the Work on Canvas platform - available here - to create a unique project between Dutch beer Grolsch and jeans retailer Denham.

Keen to explore the cities that we live in and inspired by the fact that both brands are native to Amsterdam, the caign uncovers seven craft artisans who work unconventionally in the Dutch city.

With skills ranging from decorative painter, metal restorer and bottle designer, each of the artists were kitted out in a pair of Denham jeans which they wore for six months while they worked.

While the caign tells the story of each of the artisans, their work ethic and their craft through a series of short films, the denim trousers directly reflect their experiences as they have been transferred onto the denim. Dutch artist/photographer Marc Haers then photographed each of the artisans to show how their creativity has been mapped across their clothing.

“[The project] aims to inspire creativity and encourages artists to challenge conventions which are important aspects of the brand’s ethos,” says Grolsch’s global marketing manager, Silene Tordino. A live exhibition of all the artisan’s work will be exhibited in Amsterdam in Spring.  

Who knew beer and jeans went together so well? Now, that’s crafty.