Some things sound too good to be true, until they actually turn out to be true. HEINEKEN-owned beer brand Affligem was originally founded by knights who decided to lay down their arms and devote their life to brewing beer. In other words: make beer, not war. In its launch campaign for the Netherlands, the brand celebrates this remarkable history.

The Affligem campaign features a medieval battle near an eponymous village. When one of the knights refuses to fight any longer after slightly damaging his attire, some of his colleagues are quick to follow. After a short brainstorm on how to give new meaning to their lives, they decide to follow their hearts and devote their lives to what truly makes them happy. Affligem is born.