The “Mannen van het Jaar” (men of the year) of the city of Leuven is Belgium’s UNESCO immaterial heritage. Every 9 August, the youngest cohort of the 9th yearly block erects the “meyboom” (maypole) in front of the city hall. This tradition dates back to 1308 with a decree by the Duke of Brabant. I did a promotional video for the erection in 2021, that features the group’s as well as public comments on this tradition. The video was advertised on Facebook with the aim of reaching more inhabitants to go enjoy the event.