THE BILLBOARD THAT TOOK A BREAK
| Title | THE BILLBOARD THAT TOOK A BREAK |
| Brand | CORONA |
| Product/Service | CORONA EXTRA |
| Category |
E01. Standard Sites |
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Entrant
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SERVICEPLAN Brussels, BELGIUM
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Idea Creation
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SERVICEPLAN Brussels, BELGIUM
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Media Placement
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ISOBAR Brussels, BELGIUM
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Media Placement 2
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VIZEUM Brussels, BELGIUM
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Media Placement 3
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URBAN MEDIA Brussels, BELGIUM
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Credits
| 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 |
Write a short summary of what happens in the digital or ambient execution or campaign.
We created a space amongst the Brussels urban jungle to disconnect from the day-to-day stress. At 5 pm in the afternoon, when people started leaving work, a Corona billboard on one of the busiest streets of Brussels took a break, inviting people to do the same. The billboard tilted from a vertical to a horizontal position revealing a pop-up “Paradise” bar on which people could stand and enjoy a few Coronas. In the middle of the Belgian urban jungle, this 36m² horizontal Billboard Bar was the perfect invitation to unwind after a long day.
Cultural / Context information for the jury
The street on which the billboard was placed is amongst the busiest streets in terms of car traffic. 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.
Explain how the work innovatively used the outdoor medium.
This work took a traditional medium we are all too familiar with and flipped it on its head. The Boulevard General Jacques in the city of Brussels is one where the majority of commuters pass by daily to go to work by foot, public transports, bicycle, or by car. For the first time ever, this idea transformed a usual 36m² placement into a more than unusual billboard with props, where people could actively take part in the experience rather than just looking at it passively.