Advertising Day 2026

On February 11, the 34th edition of MAEUR Advertising Day took place at the AB InBev office in Breda. Participants arrived in the morning full of energy, and by 10:00 AM, everyone was ready for an immersive day of presentations, insights, and competitive case-solving. The day was officially opened by Elliot Hammond, Chairman of the Advertising Day Committee, who warmly welcomed attendees and gave a brief history of the event. He also introduced this year’s participating companies, RedMatters, Das Buro and AB InBev and revealed the marketing challenge awaiting the teams, all centered around this year’s theme: “Nostalgia.”

RedMatters

The day kicked off with a captivating presentation from RedMatters, delivered by their team of creative strategists. Their session invited participants to take “a closer look at our brain,” exploring how the reptilian brain, limbic system, and neocortex influence decision-making. They emphasized that emotion drives action long before we’re even aware of it, illustrating how emotional resonance is key to brand success.

Under their philosophy “heart to heart,” RedMatters helps brands connect authentically with their audience. As they explained, “To touch a heart, you have to show yours.” This belief came to life through their Tessels beer case, built on the island’s values of freedom, authenticity, and pride. The resulting campaign, “Proef het eiland, drink het bier” (“Taste the island, drink the beer”), perfectly captured the nostalgia of island life, wind in your hair, local pride, and simple, shared moments. By “touching, telling, and selling” through honesty and emotion, RedMatters showcased how true connection forms the foundation of enduring brands.

Das Buro

Next, Das Buro took the stage to share their approach to strategic branding. Their process of diagnose, strategy, tactic helps brands discover and maintain their core identity. Through several inspiring cases, they showed how consistency and authenticity are what sustain a brand’s power over time.

One highlight was their work with Luxor Rotterdam, a brand that has remained visually consistent for eight years. While that might frustrate some, Das Buro emphasized the importance of sticking to your plan, trusting that loyalty and recognition come from familiarity. They also discussed their Pinkpop project, reminding everyone of the festival’s essence: pride, creativity, authenticity, and guts. By simplifying visual
assets and emphasizing these values, Das Buro helped Pinkpop rediscover its soul and reconnect with its roots.

They concluded with a look at Enterprise, a car rental brand that’s three times bigger than Hertz globally but less recognized in the Netherlands. Their strategy focused on trustworthiness and simplicity, directing 60% of the budget toward brand-building. Through straightforward messages like “to hire,” they effectively expanded Enterprise’s awareness and credibility in the Dutch market.

AB InBev

The final company presentation was delivered by representatives from AB InBev, who introduced participants to the global organization behind some of the world’s most iconic beer brands. They provided insight into the company’s structure, vision, and extensive brand portfolio, while showcasing memorable advertising campaigns that demonstrated the power of storytelling and cultural relevance in marketing.

Their presentation offered students a valuable behind-the-scenes perspective on how global brands are positioned and communicated across markets.

The Case and Collaboration

After a short lunch break with refreshments provided by AB InBev, participants rolled up their sleeves for the competitive case challenge. Four enthusiastic teams worked together to design a full marketing strategy inspired by the day’s theme and company insights. Guided by representatives from RedMatters, Das Buro and AB InBev, teams spent two hours brainstorming and refining campaigns before presenting their creative solutions on stage.

The day concluded with a lively celebration at the AB InBev office, where students, organizers, and company delegates enjoyed drinks and got to know each other more.

Advertising Day 2026 once again provided students with a hands-on opportunity to learn from industry professionals, explore emotional and strategic branding, and tackle real-world challenges, all through the lens of moments we share and nostalgia.

A heartfelt thank-you goes out to all participants, organizers, and the teams at RedMatters, Das Buro and AB InBev for making this day truly memorable.