How a Brewer Helped This Guy Realize His Dream of Being Punched in the Face by a Boxer

Conquering real people's fears

Can this guy take a punch from a pro boxer? And just as important, wouldn't you like to watch this guy take a punch from a pro boxer?

If you would, here's the video for you. 

Ad agency Mechanica created it for Gulden Draak, a Global Beer brand whose current campaign is titled "Hail to the Conquerors" and involves helping real people conquer a challenge through a combination of in-bar and digital media.

Mechanica produced bar coasters for Gulden Draak that encourage drinkers to reach out to the brand on Facebook (using the #HailtotheConqueror) and say what they need to conquer. The brand is then helping some of people do so—and posting the results as Facebook videos.

This is where "Nate" comes in. He always wondered whether he could take a punch from a pro boxer. So, Gulden Draak found a pro boxer up in Portland, Maine—Russell Lamour Jr., aka the Haitian Sensation—and got Nate into a ring with him.

See how that went in the video:

"Gulden Draak [Golden Dragon] is a true Belgian ale from the Steenberge Brewery in Ghent. It's aggressively smooth, and at 10.5 percent alcohol, really strong. So we played into its challenging nature by inviting people to 'Conquer the Dragon.' Basically daring people to try it," says Ted Jendrysik, creative director at Mechanica.

"The campaign is really a social media initiative on beer coasters, asking people to tell us what fear they would like to conquer. If you're selected, then Gulden Draak will actually help you do it. Like they did for this poor bastard—I mean, brave soul. More videos are planned to follow based on people's submissions, all of which will be promoted on Facebook to serve as a standout message for a unique beer."

Nate could presumably also now use an ice-cold bottle of Gulden Draak to ease the swelling on his bruised face. In the meantime, check out the coasters below.


Client: Gulden Draak/Global Beer

Campaign Title: Hail to the Conquerors

Execution Title: Punch

Agency: Mechanica

Creative Directors: Ted Jendrysik, Mechanica

Copywriters: Ted Jendrysik, Jim Garaventi, both from Mechanica

Designer: Pete Whitten, Mechanica

Account Service Supervisor: Ryan Lee

Planner: Laura Brockway

Production Company: p3, Portland, Maine

Director: Brian Chin

Executive Producer (Production Co): CJ Lampman

Producer (Production Co): CJ Lampman

Line Producer: Christopher Davis

Director of Photography: Morgan Myer

Postproduction: p3, Portland, Maine

Editorial Company: p3, Portland, Maine

Editor: Morgan Myer

Sound Design Company: p3, Portland, Maine

Sound Designer: Morgan Myer

Visual Effects Company: p3, Portland, Maine

Visual Effects Editor: Nathan Gilliss