2019 Print & Publishing

THE INCLUSIVE BEER AD

Short List
ClientJUPILER
Category A01. Fast Moving Consumer Goods
TitleTHE INCLUSIVE BEER AD
Product/ServiceBEER
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
Name Company Position
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?"