| Title | PACT FOR MORE RESPECT |
| Brand | KU LEUVEN |
| Product/Service | UNIVERSITY INCLUSION |
| Category |
F05. Cultural Insight |
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Entrant
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DARWIN BBDO Machelen, BELGIUM
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Idea Creation
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DARWIN BBDO Machelen, BELGIUM
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Production
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RED DUST Antwerp, BELGIUM
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Production 2
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STUDIO HELSINKI Antwerp, BELGIUM
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Post Production
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RED DUST Antwerp, BELGIUM
|
Credits
| 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.