| Title | SOMETHING TO SHARE |
| Brand | DOUWE EGBERTS BELGIUM |
| Product/Service | DOUWE EGBERTS COFFEE |
| Category |
D01. Social Video |
|
Entrant
|
JACOBS DOUWE EGBERTS BELGIUM Brussel, BELGIUM
|
|
Idea Creation
|
BBDO BELGIUM Brussels, BELGIUM
|
|
Production
|
LOVO FILMS Brussels, BELGIUM
|
|
Production 2
|
SONHOUSE Brussels, BELGIUM
|
Credits
| Arnaud Pitz |
BBDO Belgium |
Creative Director |
| Sebastien De Valck |
BBDO |
Creative Director |
| Louise Cornet |
BBDO |
Creative |
| Loup Delpierre |
BBDO |
Creative |
| Dr. Bowman |
Lovo |
Director |
| Lieve Raymaekers |
Bbdo Belgium |
Account Director |
| Ward Braeckevelt |
BBDO Belgium |
Account Manager |
| Wouter Van den Herrewegen |
BBDO Belgium |
Strategy |
| Renée Vermeire |
BBDO |
RTV Producer & Art Buyer |
| Marlies Neudt |
Freelance |
Producer |
| Nicolas Van Poeck |
BBDO Belgium |
Sound Producer |
| Leslie Verbist |
Freelance |
Post Production |
| Bert Brulez |
Lovo |
Producer |
| Cho Kuo |
Lovo |
Producer |
| Vanessa Barba |
Jacobs Douwe Egberts |
Marketing Director |
| Oriana Servais |
Jacobs Douwe Egberts |
Marketing Manager |
| Karen Van der Perre |
Jacobs Douwe Egberts |
Marketing Manager |
Background
The latest brand tracker revealed that Douwe Egberts scores well on terms of ‘hospitality’, ‘togetherness’, ‘family’ and ‘warmth’. But they need to score higher on ‘optimism’, ‘openmindedness’, ‘true to yourself’. Be more ‘inspiring’.
Describe the strategy
We didn't want to talk about the product. Every other brand in the country is talking about quality, origin, expertise and aromas. We’re not differentiating on product level and we’re hardly an innovative hipster barista brand. So, we don’t talk about what is in the cup but what is happening around it. The insight that it’s easier to find courage over a coffee, made us believe that we should encourage sincere conversations.
Describe the execution
Douwe Egberts is an old brand. With a loyal, but ageing client population. But the brand has to remain fresh, stay relevant for younger generations. In short, Douwe Egberts has to rejuvenate without alienating the current buyers. So, we looked at what has young people feeling concerned. In a hyper-connected world, real connections are rare, especially between different generations. How can we ensure that generations understand and accept each other?
Coffee is there when people have difficult conversations. Coffee is an invitation to dialogue.
So, we write a simple and authentic story that shows tolerance and empathy of a father to his daughter.
List the results
After a few days, the commercial was not only picked up by advertising professionals, but also by the LGBTQ community around the world. In just a few days, the spot had 12.7 million views, 120K retweets and 523K likes on one single share. The commercial gave courage to people to do their coming out and helped parents to learn how to react. It was a huge success, widely praised by the international JDE management. They congratulated Douwe Egberts for their audacity and encouraged the entire network to do the same.