Title | DRIVE RESPONSIBLY |
Brand | JUPILER |
Product/Service | BEER |
Category |
E01. Use of Film |
Entrant
|
BBDO BELGIUM Brussels, BELGIUM
|
Idea Creation
|
BBDO BELGIUM Brussels, BELGIUM
|
Media Placement
|
VIZEUM Brussels, BELGIUM
|
Production
|
BBDO BELGIUM Brussels, BELGIUM
|
Credits
Arnaud Pitz |
BBDO |
Creative Director |
Sebastien De Valck |
BBDO |
Creative Director |
Frederik Clarysse |
BBDO |
Associate Creative Director |
Tom Jacobs |
Freelance |
Creative |
Frederik Clarysse |
BBDO |
Creative |
Tom Jacobs |
Freelance |
Creative |
Johan Van Oeckel |
Freelance |
Creative |
Sofie Verstreken |
BBDO |
Chief Strategy Officer |
Jesse Donkor |
BBDO |
Strategist |
Lore Desmet |
BBDO |
Account Director |
Janne Aerts |
BBDO |
Account Executive |
Lieselot De Fraine |
BBDO |
Account Manager |
Patricia Van De Kerckhove |
BBDO |
Head of RTV |
Marlies Neudt |
Freelance |
Producer |
Eva Segers |
BBDO Belgium |
Producer |
Mathieu Schots |
BBDO Belgium |
Sound Engineer |
Neil Skeet |
BBDO Belgium |
Video Editor |
Tom Nackaerts |
BBDO Belgium |
Head of Studio |
Lut Van Lombeeck |
BBDO Belgium |
Desktop Publisher |
Anton Ceuppens |
BBDO |
editor |
Write a short summary of what happens in the film
This film is aired only in the media space behind car ads on tv. We hear a voice saying: "Cars built with love are to be used with care. Don't drink when you drive. Jupiler." The same text appears on the screen. We see a paved road passing by.
This is a reference to the 27-year old alcohol warning message "Beer brewed with love is to be consumed with care", aired at the end of every beer commercial in Belgium.
Explain how the work innovatively used the film medium.
Instead of buying commercial slots on radio stations in a classical way, we collaborated with media saleshouses to pinpoint the commercial slots where cars were advertised. So after pinpointing the slots where car brands were advertising, media saleshouses manually inserted a 5" tagon right after the car ad, containing a message that functioned as a legal disclaimer for car ads: "cars built with love are to be used with care."