Title | RECYCLED PROPAGANDA |
Brand | VLUCHTELINGENWERK |
Product/Service | REFUGEE HELP |
Category |
B04. Use of Print or Outdoor |
Entrant
|
MORTIERBRIGADE Brussels, BELGIUM
|
Idea Creation
|
MORTIERBRIGADE Brussels, BELGIUM
|
Media Placement
|
MORTIERBRIGADE Brussels, BELGIUM
|
PR
|
MORTIERBRIGADE Brussels, BELGIUM
|
Production
|
MORTIERBRIGADE Brussels, BELGIUM
|
Credits
Joost / Philippe / Jens Berends / De Ceuster / Mortier |
mortierbrigade |
creative directors |
Frederic Zouag |
mortierbrigade |
art director |
Nicolas Gaspart |
mortierbrigade |
copywriter |
Why is this work relevant for Brand Experience & Activation?
Vluchtelingenwerk Vlaanderen is a Flemish NGO which defends the human rights of refugees. repurposing the posters originally used by a far-right political party whose interests directly contradict our own, resulted in an attention-grabbing and immersive campaign which showed people why organisations such as Vluchtelingenwerk Vlaanderen are still very much needed.
background
Situation
Vlaams Belang is the most far-right political party in Flanders. On October 14th they were declared the biggest victor in the Flemish elections with 18,5% of the votes. 18,5% of votes is a lot, but it still means over 80% of Flemish people did nòt vote for them. Even though that’s a lot of people you hardly ever hear their voices online, where the far-right’s presence is much more visible.
Challenge
After this ‘Black Sunday’, we wanted to make sure the now silent majority would still be heard. Because they, and the refugees seeking help, had to be reminded of the hospitable side of Flanders.
Objectives
“Our people too” should instigate a political debate. This meant we had to gain enough traction amongst a broad audience, but also trigger some of the politicians involved. As such our objectives focused mainly on reach and earned media.
Describe the creative idea (20% of vote)
We collected the outdoor posters used by political party Vlaams Belang during the most recent elections and recycled them. We turned their negative and excluding message into a positive and welcoming one. By changing their slogan “Eerst onze mensen” (“Our people first”) into “Ook onze mensen” (“Our people too”) we showed the warm and hospitable side of Flanders. Each poster shows a single refugee whose story could be discovered via podcasts and on ourpeopletoo.be.
Describe the strategy (20% of vote)
Our audience was two-fold:
We wanted to remind the silent majority of Flemish people that they did not stand alone.
We wanted to assure refugees that a large part of Flanders was still very open to them.
Our media plan consisted of a traditional widespread OOH network supplement with a single burst of large-format guerrilla posters to launch the campaign. Each of these posters directed people towards ourpeopletoo.be where they could learn more about the refugees through podcasts. All of these podcasts where available through Spotify as well.
Describe the execution (30% of vote)
Our combined ATL and digital efforts sent a shockwave through the Belgian political landscape:
List the results (30% of vote)
Our combined ATL and digital efforts sent a shockwave through the Belgian political landscape:
- Potential global reach: 56.562.000 impressions
- 670.000 national impressions
- A generated PR value of €934.233
And to top it off: Vlaams Belang’s poster child Dries Van Langenhove felt obliged to react as well.