| Title | SORRY IS A START |
| Brand | CREATIVE BELGIUM |
| Product/Service | CREATIVE BELGIUM |
| Category |
G04. Social Behaviour & Cultural Insight |
|
Entrant
|
HAPPINESS BRUSSELS / AN FCB ALLIANCE, BELGIUM
|
|
Idea Creation
|
HAPPINESS BRUSSELS / AN FCB ALLIANCE, BELGIUM
|
|
PR
|
YOUR SIDE Gent, BELGIUM
|
|
Production
|
SONHOUSE Brussels, BELGIUM
|
|
Production 2
|
BLISS INTERACTIVE Saigon, VIETNAM
|
|
Production 3
|
INITIALS L.A. Antwerp, BELGIUM
|
Credits
| Isabelle Van den Broeck |
Creative Belgium |
Managing Director |
| Karen Corrigan |
Happiness / An FCB alliance |
Executive Creative Management |
| Geoffrey Hantson |
Happiness / An FCB alliance |
Chief Creative Officer |
| Geoffrey Hantson |
Happiness / An FCB alliance |
Chief Creative Officer |
| Katrien` Bottez |
Happiness / An FCB alliance |
Creative Director |
| Philippe Fass |
Happiness / An FCB alliance |
Creative Director |
| Eline Goethals |
Happiness / An FCB alliance |
Strategic Director |
| Wesley Roeland |
Happiness / An FCB alliance |
Junior Strategic Planner |
| Gitta De Vos |
Happiness / An FCB alliance |
Account Manager |
| Arthur De Wachter |
Happiness / An FCB alliance |
Account Executive |
| Kabibi Weka |
Happiness / An FCB alliance |
Account Executive |
| Simon Pyson |
Happiness / An FCB alliance |
Concept Provider |
| Iris Nuyts |
Happiness / An FCB alliance |
Concept Provider |
| Cathérine Ongenae |
Happiness / An FCB alliance |
Consulting Antropologist |
| Dee Verwaetermeulen |
Happiness / An FCB alliance |
Copywriter NL |
| Stéphane Opdenbosch |
Happiness / An FCB alliance |
Copywriter FR |
| Alice Amant |
Happiness / An FCB alliance |
Copywriter FR |
| Dries Lauwers |
Happiness / An FCB alliance |
Head of Design |
| Kassandra Donia |
Happiness / An FCB alliance |
DTP |
| Kenny Vermeulen |
Happiness / An FCB alliance |
Creative Content Director |
| Simon Schuurman |
Happiness / An FCB alliance |
Motion Designer |
| Kris Van Wallendael |
Happiness / An FCB alliance |
Senior Digital Producer |
| Bart Vande Maele |
Happiness / An FCB alliance |
Producer |
| Lisa Gadeyne |
Happiness / An FCB alliance |
Content Maker / DOP Making off |
| Sumi Arcos Mina |
Happiness / An FCB alliance |
Content Maker / DOP Making off |
| Thomas Colliers |
BLISS Interactive |
Head of Technology |
| Tran Mong Dao |
BLISS Interactive |
Project Manager |
| Ngo Quang Tri |
BLISS Interactive |
Back-end Team Leader |
| Nguyen Quoc Thai |
BLISS Interactive |
Front-end Team Leader |
| Arne Van Ongeval |
Yourside |
PR |
| Elisa Riffaud |
Yourside |
PR |
| Jef Boes |
LA Initials |
Photographer / Director |
| Jan Opdekamp |
LA Initials |
Assistant Photographer |
| Marc Appeltans |
LA Initials |
DOP Lighting Cameraman |
| Fauve Iannizzi |
LA Initials |
Producer |
| Danny van Deventer |
LA Initials |
Focus Puller |
| Gwen Paula |
LA Initials |
MUA |
| Sara Silva |
LA Initials |
Set Dresser |
| Hannah Moens |
LA Initials |
Intern Photographer |
| Marc Reynebeau |
SonHouse |
Voice Over Dutch |
| Thierry Van Durme |
SonHouse |
Sound Director |
| Rosalba Angioletti |
SonHouse |
Sound Producer |
| Philippe Résimont |
SonHouse |
Voice Over French |
| Philippe Résimont |
SonHouse |
Voice Over French |
Why is this work relevant for Brand Experience & Activation?
Putting pressure on the Belgian government by calling out and activate Belgian copywriters to do what the government doesn’t: write an apology to the people of Congo for the atrocities committed during Belgiums colonial past. Hundreds of copywriters engaged. Thousands of apologies were entered. Sparking political debate on all makes news outlets. And putting continuous pressure on the Belgian government?
background
“The roots of Belgium’s racism lie in its colonial past. Therefore, the country needs to confront this dark chapter in history by apologising for the atrocities committed during colonization. By doing so it will acknowledge what happened as a means of reconciliation and healing.”
On February 11th 2019, this strong statement was given by the United Nations towards the Belgian government, urging Belgium, as a country, to apologize for the crimes and brutalities committed during its colonization of the Congo.
Unfortunately, despite all statements and despite a large majority of the Belgian population that believes their country should come clear with its colonial past, there seems to be a wall of silence. Both the Belgian government and the Belgian Monarchy remained quiet.
Describe the creative idea (20% of vote)
To put pressure on the government and stimulate political debate, Creative Belgium – the representative of the Belgian creative industry – launched ‘Sorry is a start’. A call out to all Belgian copywriters to use their talent and the power of their words, to do what the government doesn’t: write an apology. An ultimate writing challenge, because within the industry, copywriters know how difficult it is to write a decent apology. Hence the mother of all apologies for Belgium.
Describe the strategy (20% of vote)
Copywriters know, writing an apology is one of the most challenging briefs. In this case Creative Belgium called out to all Belgian copywriters to write the apologies from the Belgian population to the Congolese population for the atrocities committed during its colonization of the Congo. Because sometimes the population has to do what the government doesn’t. Creative Belgium choose this approach to trigger political debate and put pressure on the government. And at the same time be able to ‘inspire’ our Prime Minister and members of parliament with some very well written apologies.
Describe the execution (30% of vote)
Campaign took off with a call out in many different media. From full pages in newspapers to cinema spots and digital activation. Obviously, it made the National headlines. And it quickly sparked the expected political debate.
Thousands of apologies were received. A jury consisting of copywriters, historians and famous members of the Belgian Congolese community invited all the best craftes ones to come and read out their apology on a filmed event. Which sparked even more debate and press attention. Belgium’s biggest magazine even transcribed entire apology-letters into its magazine.
Finally, to raise pressure even more, and ‘inspire’ members of government, an impressive book was published with the 177 best crafted apologies. The book was send to the Belgian King, the Prime Minister and members of parliament.
List the results (30% of vote)
Belgians engaged. Thousands of written apologies were entered and, ad expected, it sparked a lot of political debate. The best writers were invited to read out their apology on a filmed event and the best crafted ones were published in an impressive book. To raise the pressure even more, the book was send to the King and members of parliament. And the Belgian prime minister? Since then, he did apologize, in front of international press. But… only to 22.000 kidnapped mixed-race children. Which is 0,03% of the total population of Congo today. However, as the name of this initiatives read: sorry is start. It is a small first step. But an important one towards a total acknowledgement.
Please tell us about the social behaviour and / or cultural insights that inspired your campaign
The statement given by the United Nations on February 11th, 2019 gives all possible background needed on social behavior and cultural insight that inspired this campaign: “The roots of Belgium’s racism lie in its colonial past. Therefore, the country needs to confront this dark chapter in history by apologising for the atrocities committed during colonization. By doing so it will acknowledge what happened as a means of reconciliation and healing.” - Ahmed Reid, Professor United Nations.