| Title | OPEN WINDOW |
| Brand | CITY OF ANTWERP - ANTWERP POLICE DEPARTMENT |
| Product/Service | SAFETY & AWARENESS MESSAGES |
| Category |
A04. Use of Outdoor |
|
Entrant Company
|
DUVAL GUILLAUME Antwerp, BELGIUM
|
|
Advertising Agency
|
DUVAL GUILLAUME Antwerp, BELGIUM
|
|
Media Agency
|
MAXUS GLOBAL Brussels, BELGIUM
|
Credits
| Véronique Sels |
Duval Guillaume |
Executive Creative Director |
| Dries de Wilde |
Duval Guillaume |
Executive Creative Director |
| Koenraad Lefever |
Duval Guillaume |
Executive Creative Director |
| Patrick Clymans |
Duval Guillaume |
Head of Account Management |
| Veroniek Debbaut |
Duval Guillaume |
Account Manager |
| Milan Rutten |
City of Antwerp |
Director Marketing Strategy |
| Judith Van Oost |
City of Antwerp |
Marketing Manager |
| Sascha Luyckx |
City of Antwerp |
Project Manager |
| Jill Vissers |
Maxus Belgium |
Communication Planner |
| Britt Luyten |
Maxus Belgium |
Head of Communication Planners |
| Arnaud Boucher |
JCDecaux |
Innovate Addict |
| Luc Van Loon |
City of Antwerp |
Creative Director |
| Dries Janssens |
City of Antwerp |
Copywriter |
| Nick van den Hurck |
City of Antwerp |
Art Director |
| Sven Lommaert |
Antwerp Police Department |
Spokesman |
Brief Explanation
In Belgium traditionally there is a yearly increase of break-ins in autumn. The days are becoming shorter, the days are darker and this is an ideal setting for burglars to make their move. That's why the City of Antwerp and the Antwerp Police Department wanted to launch a safety and awareness campaign that would give people tips on how to protect themselves against burglary. To draw their attention to this message, we placed a mupi billboard with the glass frame opened just like a non-closed window of a house.
Results and Effectiveness
At the time where this case is due to be submitted the campaign results will not yet be known. Nor will they be at the deadline for updating result information. The campaign tracking results will only be available at the beginning of 2016. Same goes for the results of the number of burglaries in the city of Antwerp during autumn 2015.
Creative Execution
The creative idea was used as a kick off for a more tactical campaign on a number of useful tips to prevent burglary. Together with a press conference held by the Antwerp Police Department the 'open window' billboards drew the attention to the problem of people not focusing enough on protecting themselves against break-ins. The billboards created stopping power in several city streets so people would take the time to discover 12 ways to avoid burglary at their homes.
Insights, Strategy and the Idea
This campaign was especially targeted to people who think that they don't have to close doors and windows when they're just leaving the house for a few moments. But the campaign was also relevant for a broader audience as everyone can benefit from the helpful tips the Antwerp Police Department wanted to share. Of course we needed a media channel for this that could actually simulate a window of a house so that's why we chose to use a mupi billboard network to run the campaign.