Title | THE INCLUSIVE BEER AD |
Brand | JUPILER |
Product/Service | BEER |
Category |
D04. Social Behaviour & Cultural Insight |
Entrant
|
BBDO BELGIUM Brussels, BELGIUM
|
Idea Creation
|
BBDO BELGIUM Brussels, BELGIUM
|
Media Placement
|
BBDO BELGIUM Brussels, BELGIUM
|
PR
|
BBDO BELGIUM Brussels, BELGIUM
|
Production
|
BBDO BELGIUM Brussels, BELGIUM
|
Credits
Sebastien De Valck |
BBDO |
Creative Director |
Arnaud Pitz |
BBDO |
Creative Director |
Frederik Clarysse |
BBDO |
Creative |
Isabel Peeters |
BBDO |
Chief Commercial Officer |
Christophe Malotaux |
BBDO |
Graphic Designer |
Sofie Verstreken |
BBDO |
Chief Strategy Officer |
Jesse Donkor |
BBDO |
Strategist |
Lore Desmet |
BBDO |
Account Director |
Lieselot De Fraine |
BBDO |
Account Manager |
Josse Peremans |
AB Inbev |
Marketing Manager |
Arnaud Hanset |
AB Inbev |
Marketing Director |
Maxime Pudzeis |
AB Inbev |
Brand Manager |
Cultural / Context information for the jury
1. The band "K's Choice" is one of Belgium's most internationally recognized rock bands. Its lead singer, Sarah Bettens, had had a succesful solo career on top. So when she announced her transition to "Sam", this was instantly national news.
2. While most of society seems accepting towards transgenders, research has shown that many men still aren’t. A recent study by the Belgian institute for the equality of women and men (the “beyond the box” study, ref.) proves this.
3. Offering someone a beer, a "pintje", is a sign of male acceptance, of belonging. So "Pintje, Sam" instantly acknowledged Sam Bettens as a man.
4. Jupiler is the leading beer brand in Belgium. It has always communicated with traditional masculine codes. Because of this the brand still has a lot of credibility among traditional men. Jupiler decided to use this influence to help make society more inclusive.
Translation. Provide a full English translation of any text.
"Fancy a beer, Sam?"
Jupiler. Men know why.
Beer brewed with love is to be consumed with care.
Please tell us about the social behaviour and / or cultural insights that inspired your campaign
1. The band "K's Choice" is one of Belgium's most internationally recognized rock bands. Its lead singer, Sarah Bettens, had had a succesful solo career on top. So when she announced her transition to "Sam", this was instantly national news.
2. While most of society seems accepting towards transgenders, research has shown that many men still aren’t. A recent study by the Belgian institute for the equality of women and men (the “beyond the box” study, ref.) proves this.
3. Offering someone a beer, a "pintje", is a sign of male acceptance, of belonging. So "Pintje, Sam" instantly acknowledged Sam Bettens as a man.
4. Jupiler is the leading beer brand in Belgium. It has always communicated with traditional masculine codes. Because of this the brand still has a lot of credibility among traditional men. Jupiler decided to use this influence to help make society more inclusive.