Winners & Shortlists

THE PEANUT EXPERIMENT

Short List
TitleTHE PEANUT EXPERIMENT
BrandRADIO 1
Product/ServiceRADIO 1 - THE WEEK OF EDUCATION
Category A06. USE OF SPECIAL EVENTS AND STUNT/LIVE ADVERTISING
Entrant Company MORTIERBRIGADE Brussels, BELGIUM
Advertising Agency MORTIERBRIGADE Brussels, BELGIUM
Media Agency VRT Brussels, BELGIUM
Production Company CAVIAR Brussels, BELGIUM
Credits
Name Company Position
Jens Mortier/Joost Berends/Philippe De Ceuster Mortierbrigade Creative Director
Sam Sisk/Els Lagrou/Karsten Dekkers Radio 1 Client
Kwint De Meyer Mortierbrigade Creative
Willem De Wachter Mortierbrigade Creative
Charlotte Coddens Mortierbrigade Business Director
Nathalie Blomme Mortierbrigade Agency Producer
Audrey Dierckx Caviar Producer
Tom Willems Caviar Director
Vincent D' Halluin Mortierbrigade Strategy
VRT Radio Production

Results and Effectiveness

The campaign was widely spread. ‘Radio 1 goes to school’ became one of the most discussed and most listened-to Radio 1 broadcasts ever. Recorded results: - +220,000 shares - + 40,000,.000 people reached - + 10% Facebook fans within one week Or how one single peanut can induce a lot.

Creative Execution

To do this, we created a challenge based on a scientific test for animals from the Max Planck Institute for Anthropology. Immediately the discussion took off Even the Education Minister got involved

Insights, Strategy and the Idea

Right before the start of the new school year Radio 1 wanted to open the discussion about the quality of the Belgian education system.