Title | THE NATIONAL DEBATE |
Brand | LEFFE |
Product/Service | LEFFE |
Category |
F03. Single Market Campaign |
Entrant
|
BBDO BELGIUM Brussels, BELGIUM
|
Idea Creation
|
BBDO BELGIUM Brussels, BELGIUM
|
Media Placement
|
VIZEUM Brussels, BELGIUM
|
PR
|
OONA BENELUX Antwerp, BELGIUM
|
Production
|
DEMONSTR8 Brussels, BELGIUM
|
Credits
Jan Dejonghe |
BBDO Belgium |
Creative Director |
Gilles André |
BBDO Belgium |
Creative |
Ariane Floderer |
BBDO Belgium |
Creative |
Daniel Schots |
BBDO Belgium |
Chief Commercial Officer |
Antoine Bouvy |
BBDO Belgium |
Account Director |
Ward Braeckevelt |
BBDO Belgium |
Account Manager |
Jan Van Brakel |
BBDO Belgium |
Strategic planner |
Kim Leunen |
BBDO Belgium |
Performance & experience planning lead |
Michiel Dirickx |
BBDO Belgium |
Digital Campaign Executive |
Jorrit Michiels |
BBDO Belgium |
Graphic Designer |
Patricia Van De Kerckhove |
BBDO Belgium |
Head of RTV |
Renée Vermeire |
BBDO Belgium |
RTV Producer & Art Buyer |
Silke Ricour |
BBDO Belgium |
RTV Producer |
Dejvi Vandeveire |
BBDO Belgium |
Videographer |
Jasper Vanhauwaert |
BBDO Belgium |
Videographer |
Valentin Taminiau |
BBDO Belgium |
Editor & Motion Designer |
Jonas Van Gestel |
theblackbox |
Motion & video producer |
Nicolas Van Poeck |
BBDO Belgium |
Sound Producer |
Mathieu Schots |
BBDO Belgium |
Sound Engineer |
Andy Vandeborne |
BBDO Belgium |
Copywriter |
Siglinda Paquay |
BBDO Belgium |
Copywriter |
David Vanderbiest |
BBDO Belgium |
Final Art |
Glenn Rongé |
BBDO Belgium |
Director of Data |
Karlien Fabré |
BBDO Belgium |
Digital Project Manager |
Jonathan Pardon |
BBDO Belgium |
Digital Development Director |
Orry Van Den Abbeele |
BBDO Belgium |
Content Manager |
Jérôme De Boysère |
BBDO Belgium |
Front-end developer |
Karine Uytterhoeven |
BBDO Belgium |
Traffic Director |
Monique Van Moer |
BBDO Belgium |
Traffic Manager |
Sven Rosius |
Demonstr8 |
Director of Strategy & Client Services |
Arno Geets |
Demonstr8 |
Strategic Planner |
Stein Watteeuw |
Demonstr8 |
Project Director |
Sara Holbrecht |
Demonstr8 |
Senior Project Manager |
Zaja Ketels |
Demonstr8 |
Account Executive |
Melwin Koopmans |
Oona Antwerp |
Managing Director |
Audrey Verhulst |
Oona Antwerp |
Senior Account Manager |
Amélie Waterschoot |
Oona Antwerp |
Account Manager |
Mathijs Vanduffel |
Vizeum |
Account Manager |
Laurent Massart |
Vizeum |
Account Manager |
Elise Fonck |
Vizeum |
Digital Planner |
Virginie Verleysen |
Vizeum |
Social Expert |
Arnaud Hanset |
AB Inbev |
Marketing Director |
Mauranne Temot |
AB Inbev |
High-End Marketing Manager |
Alexis Meeus |
AB Inbev |
Senior Brand Manager Leffe |
Olivier De Pooter |
AB Inbev |
Digital Manager BU Central |
Laure Stuyck |
AB Inbev |
External Communication Manager |
Cultural / Context information for the jury
Belgium is unlike any other country. It consists of 2 large communities, the Flemings (speaking Dutch) and the Walloons (speaking French), as well as a smaller German-speaking community. Over the past decades, the country has become more and more divided, with politicians polarizing and focusing on the differences between Flemings and Walloons for their own political gain. But when putting a Fleming and a Walloon together, you soon notice there’s more that unites them than divides them: they’re both kind, understanding and respectful of one another, and they both … love drinking beer. So when recent elections fragmented the political landscape even further (with the North of the country voting mainly for right-wing parties and the South for left-wing parties) and politicians refusing to work with each other, we decided to unite Flemings and Walloons in a debate across the language border over a Leffe, showing politicians the way forward.
Please tell us how you designed / adapted your campaign for the single country / region / market where it aired.
The specific political context in Belgium let Leffe claim a unique position as a bridge-builder between the two parts of the country. Quite literally: by making the language border (which separates the two big regions of the country) the longest ever terrace. Sparking the interest of inhabitants from both sides of the language border, we brought Belgians together to set aside their differences and debate over a Leffe. A divided country, reunited at the border.