PACT FOR MORE RESPECT

TitlePACT FOR MORE RESPECT
BrandKU LEUVEN
Category F05. Cultural Insight
Product/ServiceUNIVERSITY INCLUSION
Entrant DARWIN BBDO Machelen, BELGIUM
Idea Creation DARWIN BBDO Machelen, BELGIUM
Production RED DUST Antwerp, BELGIUM
Production 2 STUDIO HELSINKI Antwerp, BELGIUM
Post Production RED DUST Antwerp, BELGIUM
Credits
Name Company Position
Klaartje Galle darwin BBDO Creative Director
Barbara De Laet darwin BBDO Strategic Director
Mathijs Bettens darwin BBDO Creation, Art Director
Margot Van Hove darwin BBDO Junior Art Director
Gaston Kooymans darwin BBDO Copywriter
Harry Baker Independent Copywriter
Eva Maes darwin BBDO Account Director
Marianne Janssens darwin BBDO Account Manager
Kendy Smits darwin BBDO Digital Strategy
Anna Van Heukelom darwin BBDO Agency Producer
Wilson Versteken Red Dust Director
Sander Claessens Red Dust Producer
Tom Brillouet Studio Helsinki Sound Studio

Write a short summary of what happens in the film

Our film tells a story about diversity, about how beautiful the world would be if we all show respect for each other. We see all kinds of people. It is written in slam poetry to express both the emotionality and the power of this message.

Please tell us about the cultural insight that inspired the work

Today, in Belgium, we see a shift to the right. Intolerance towards people with a migrant background or people who are 'different' is on the rise. KU Leuven, our client, is the oldest Catholic university in the world. It has the perception of being elitist and rather right-wing. Not directly the image you associate with a university that stands for inclusion. This image was recently reinforced by not taking a stand on the death of a student who died in degrading circumstances during a student baptism. However, KU Leuven has been working on an integrity for years. Without impact. With this pact for mutual respect, KU Leuven wants to break once and for all with the image of a university that is exclusive by opening a dialogue with its students and staff. Done in a contemporary style that fits in with the world of students, without being pedantic.