| Title | WORLD HERITAGE |
| Brand | SNCB/NMBS |
| Product/Service | TRANSPORT |
| Category |
A01. Fiction: series or film |
|
Entrant Company
|
AIR PARTNER OF McCANN Brussels, BELGIUM
|
|
Contributing Company
|
AIR PARTNER OF McCANN Brussels, BELGIUM
|
|
Production Company
|
CZAR Brussels, BELGIUM
|
|
Production Company 2
|
NOZON Brussels, BELGIUM
|
|
Production Company 3
|
SONICVILLE Brussels, BELGIUM
|
Credits
| Eric Hollander |
Air Brussels |
Executive Creative Director |
| Dieter De Ridder/Joeri Van Den Broeck |
Air Brussels |
Creative Directors |
| Ramin Afshar |
Air Brussels |
Creative |
| Audrey Semal |
Air Brussels |
Account Director |
| Karen De Bruyn |
Air Brussels |
Account Manager |
| Aurélie Thollebeek/Adrienne Chalot |
Air Brussels |
Account Executives |
| Greg Pin |
Air Brussels |
Digital Producer |
| Greg Pin/Maxime Douillet |
Air Brussels |
Web Designers |
| Bérengère Lurquin/Anne Gruszow |
Air Brussels |
Agency Producers |
| Koen Mortier |
Czar |
Film Director |
| Eurydice Gysel |
Czar |
Executive Producer |
| Maarten De Sutter |
Czar |
Producer |
| Jo Vermaercke |
Czar |
Dop |
| Manu Van Hove |
Czar |
Editor |
| Joost Van Kerckhove |
Czar |
Grading |
| Bieke De Keersmaecker |
Czar |
Post Production |
| Ann Vandenbussche |
Nozon |
Compositing |
| Jean-pierre Havelange |
Sncb/Nmbs |
Communication Manager |
| Bart De Groote |
Sncb/Nmbs |
Communication Manager |
| Jessica Pierrard |
Sncb/Nmbs |
Communication Manager |
The Campaign
The Belgian railway company (NMBS) thought it was time for a wake-up call. They confronted the Belgian drivers with their absurd love for traffic jams. How? By launching a rather remarkable petition on national television via a slightly absurd mini-documentary: ‘Help the Belgian traffic jams become world heritage on trafficjamsforheritage.com’ - (Original site: fileszijnerfgoed.be). People could sign the petition on the website. At the same time they discovered the stress-free alternative: via a route planner car drivers experienced how easy and comfortable it is to travel by train.
Brand likeability: +12%
+ 189.000 website visits (17% checked the route planner)
+ 5.000 ON-AND OFFLINE SIGNATURES COLLECTED
The train became top of mind alternative for being stuck in traffic
Although the government did a lot of efforts to promote alternatives like bike, bus or train, the problem of traffic jams keeps getting worse. So we needed a more out of the box approach. We created a 60 sec mini-documentary for television: an old man takes the viewer on a slightly absurd trip down Belgium’s rich historical heritage ending with… the Belgian traffic jams. At the end he asks people to sign a petition: “Help the Belgian traffic Jams become world heritage “, a slightly absurd message. Only the last 3 seconds the logo of the railway company appears. No slogan, no product.