Title | THE 1 FRAME ADS |
Brand | GORDON FINEST BEERS |
Product/Service | GORDON FINEST BEERS |
Category |
F01. Use of Film |
Entrant
|
BVBA OLAF Steenhuffel, BELGIUM
|
Idea Creation
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BVBA OLAF Steenhuffel, BELGIUM
|
PR
|
BVBA OLAF Steenhuffel, BELGIUM
|
Production
|
BVBA OLAF Steenhuffel, BELGIUM
|
Credits
Olaf Meuleman |
BVBA OLAF |
Creative Director |
Thomas Thyssens |
BVBA OLAF |
Art Director |
Jeroen Goossens |
BVBA OLAF |
Art Director |
Coline Bagein |
Gordon Finest Beers |
Marketing Manager |
Steve Brouwers |
SBS Belgium |
Account |
Write a short summary of what happens in the film
For a beer brand that claims 'Nothing to prove' for many years now, we made commercials that had nothing to prove. How can we prove that we have nothing to prove? By making the shortest commercials possible. Only a single frame. 1/25th of a second.
We worked together with the TV network to make this possible. It was never done before.
Of course people would miss it, since it's just a flash. So we announced the ads on Facebook and promised free beer to those who could spot one. Therefore people had to record, rewind and watch the commercial break in slowmotion. Instead of fast forwarding like they usually do.
We kicked this off with the help of influencers, and our community followed.
Cultural/Context information for the jury
It's no secret that people nowadays just fast forward the commercial break. We wanted to create the exact opposite, and made people not only watch the commercial break, but even play with it: rewind, watch in slow motion, photograph and film with their smartphones, etc.
A proof that with creativity you can still captures people's attention, even in a commercial break.
The first 1 frame ad was broadcasted during a highly anticipated game-show where the audience plays along. We betted on the fact viewers would think it was probably a hint about the show, hidden in the commercial break.