Short List
Category D01. Social Video
Entrant &CO Copenhagen, DENMARK
Idea Creation &CO Copenhagen, DENMARK
Production NEW LAND Copenhagen, DENMARK
Name Company Position
Thomas Hoffmann &Co. / NoA Creative Director
Lea Floodgaard &Co. / NoA Art Director
Katrine Winblad &Co. / NoA Art Director
Mathias Trads &Co. / NoA Copy Writer
Daniel Kragh-Jacobsen new-land Director


BIANCO wanted to continue their history of making socially relevant ads - without causing controversy. The objective was to create an awareness campaign that would emotionally resonate with our audience and make the brand stand out in a rather bland category (affordable footwear) and thereby increase consideration. In our research, we found that most people overthink situations to such a degree that it holds them back in life. This issue stems, in part, from the fashion industry and BIANCO wanted to counter it. Thus the “Step out of your head”-campaign was born. The film “the Lift” became the campaign’s centrepiece. Set entirely within the confines of a lift, we follow two people who fall in love, without the other ever knowing. We gain insight into their thoughts by way of subtitles. They plot ways to break the ice, without ever opening their mouths. And that becomes the central conflict.

Describe the strategy

This campaign is purely focused on brand awareness and increasing the consideration rate among BIANCO’s audience. The film is intended to spur conversations among the audience, fueled by a relatable human insight. Product related communication have followed, after establishing an emotional bond between brand and audience. BIANCO’s history includes brave campaigns focused on social issues, like ‘Equal pay is not enough’ and ‘Hate is so 2018’. ‘The Lift’ represents a different type of bravery, in an area that many struggle to get right: love. Delivering our message in a 5 minute short-film made us capable of unfolding a more believable and entertaining conversations. The conversations we optimized to unlock on social media was: ‘I know the feeling’, ‘This is what we talked about’, ‘Next time … just do it’, ‘This was us honey’, ‘The flirt - I always wanted to say something’ and ‘Why is it like this in society’.

Describe the execution

The approach and central idea of the campaign was creating a short-film that would engage viewers throughout a 5 minute runtime. And thus increase both brand awareness and consideration. The film was front-loaded with a modest media budget, and only sourced on social media. But with an organic reach way beyond its estimation, the film outperformed on both view-through rate and overall views. BIANCO has a rich history of campaigns that counter social issues. For their 2019 push, they wanted to continue this, but without causing controversy. That resulted in an almost love story between two people who’re paralysed by overthinking. To heighten the sense of awkwardness, and highlight the insight, the film is set entirely within a lift.

List the results

The campaign has been received with great excitement by its target audience. People are calling for a sequel, which is a rare request for an ad. The film was only allocated a media budget for Denmark and Norway, but has travelled much further on its own. As a result, the views on Facebook and YouTube have reached 16.9 million. 363.500 people have reacted to it, and shared it more than 155.000 times on facebook alone. The organic reach on Bianco’s own Facebook post amounts to 22 %. On YouTube, almost 50% of all the people exposed watched the 5 minute short-film to the very end.

Dreamy and slightly surreal, Ice Skaters for Ikea from CZAR Brussels

Ice Skaters shows the dreamy and slightly surreal spectacle of a middle aged couple spinning and gliding on the polished wood floors of an elegant, high-ceilinged apartment in their socks. With the tagline 'Bring life into your living room' it is a beautifully crafted advert creating a warm, nostalgic mood for the brand, Ikea. It won Bronze at Eurobest in 2018 for production company CZAR Brussels. Director, Joe Vanhoutteghem and producer, Lander Engels talk to Eurobest about the experience of creating the work. 

How do you make an idea work when your entire media budget is pulled, a week before launch?

The team at Marvelous Moscow have the answer. CCO, Artem Sinyavskiy shares the story of how their work for Skylink, 'The 1 MB Campaign', went on to win Bronze at Eurobest in 2017, despite the media budget being pulled a week before the launch of the campaign.

The gin, the city, the song and the search for the special colour of Seville

PS21 Madrid, the creative transformation company set up by founder of creative agency dommo Agustín Vivancos, was in its first year when the team began work on Searching for the Special Colour of Seville. It was a piece of work that would not only go on to win the agency’s first major award, Bronze in Creative Data at Eurobest in 2018, but would also become part of Seville’s cultural heritage. We hear how the idea came to life from Strategy Director, Sergio Garcia and Executive Creative Director, Victor Blanco.

Final Entry Deadline: 22 October

The Eurobest Awards is the benchmark for creative and effective branded communications in Europe.

For the past 32 years Eurobest has set the bar for Europe's creative communications industry, enabling those who push the possibilities of creativity to compete locally and be recognized globally.

Find out what's new in 2020

Juries announced

The names of the jurors for Eurobest Awards 2020 have been announced. All leaders in their respective fields, they encompass a wealth of creative expertise, skill and talent.

This year, our jurors will be judging the work online. We're adapting our robust and rigorous judging system to an online environment, while retaining our commitment to inclusivity and in-depth debate. As always, the work will be given the time, recognition and platform it deserves.

See the Juries

Get the Eurobest Evolving Trends Report

Full of useful insights and commentary, the Eurobest 2020 Evolving Trends Report revisits five key trends in creativity that emerged in 2019. With predictions from 2019 Jury Presidents and opinions on last year's winning work, we ask, “Where were we then? And what’s next?” across five key areas.