Title | THE NATIONAL DEBATE |
Brand | LEFFE |
Product/Service | LEFFE |
Category |
D07. Interactive Experiences |
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 |
Write a short summary of what happens in the digital or ambient execution or campaign.
Leffe invited 1000 Dutch-speaking and 1000 French-speaking Belgians to debate with each other at one of the 1000 terrace tables placed along the 400km language border dividing the North and the South of the country. Over the course of 5 days in the summer of 2019, 200 tables were placed at a different part of the border, giving as many people as possible the chance to debate with someone from the other side of the language border. At each table, there was a link to an online platform that the participants could access through their smartphones. The platform contained a questionnaire developed by a political scientist, with highly topical statements to spark the debate. Each table was provided with two (non-alcoholic) Leffe beers (and a phone number to order extra cold Leffe beers at their table) to smoothen the debates.
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.