THE BILLBOARD THAT TOOK A BREAK

TitleTHE BILLBOARD THAT TOOK A BREAK
BrandCORONA
Category F04. Social Behaviour & Cultural Insight
Product/ServiceCORONA EXTRA
Entrant SERVICEPLAN Brussels, BELGIUM
Idea Creation SERVICEPLAN Brussels, BELGIUM
Media Placement ISOBAR Brussels, BELGIUM
Media Placement 2 VIZEUM Brussels, BELGIUM
Media Placement 3 URBAN MEDIA Brussels, BELGIUM
Credits
Name Company Position
Dimitrios Lemonias Serviceplan Strategic Planner and English Copywriter
Quentin Watelet Serviceplan Creative Director
Marc Thomasset Serviceplan Senior Art Director
Nathalie Strybos Serviceplan Senior Copywriter
Benoit Vancauwenberghe Serviceplan Strategic Director
Katherine Annoye Serviceplan Account Director
Jason Romeyko Serviceplan Executive Creative Director
Jordan Rubens Serviceplan Motion Designer
Sergio Menendez Serviceplan Graphic Designer
Benjamin Gaspart Serviceplan Graphic Designer

Translation. Provide a full English translation of any text.

All text was in English.

Is your poster / billboard larger or smaller than a 6 sheet poster (1200 x 1800mm)?

Larger

Cultural / Context information for the jury

The billboard's copy referred to the fact that Belgium is the 8th most Congested city of Europe. This observation is part of various stats painting a grim picture of Belgium that is contradictory to what Corona's imagery conveys. All of these insights led to the realisation that Brussels needed a break.