Category A01. Fast Moving Consumer Goods
Idea Creation BBDO BELGIUM Brussels, BELGIUM
Production BBDO BELGIUM Brussels, BELGIUM
Name Company Position
Sebastien De Valck BBDO Creative Director
Arnaud Pitz BBDO Creative Director
Frederik Clarysse BBDO Associate Creative Director
Frederik Clarysse BBDO Associate Creative Director
Patricia Van De Kerckhove BBDO Head of RTV
Lore Desmet BBDO Account Director
Anton Ceuppens BBDO editor
Neil Skeet BBDO Belgium Video Editor
Jasper Vanhauwaert BBDO Belgium Videographer
Mathieu Schots BBDO Belgium Sound Engineer
Marlies Neudt Freelance Producer

Write a short summary of what happens in the film

In anticipation to gradual the return of fans to football stadiums (allowed in Belgium as of September 11, 2020), this film reflects on the period when the games were played in empty stadiums during the pandemic's peak period. It highlights all the things that were missed, things that felt awkward during football games in empty stadiums: no cheers, no chants,... then suddenly an unexpected twist: because of covid-19, there is also no racism. It calls on fans to bring passion back, but keep racism out. The commercial: We show Belgian stadiums, empty while first division football is being played. Meanwhile, a text appears on screen: Football. It felt different lately. No cheers. No chants. And no racism. Bring passion back. Keep Racism out. Jupiler Pro League.

Cultural / Context information for the jury

In september 2020, for the first time since the pandemic, Belgian football fans were allowed to attend games in the stadium again. As the title sponsor of the "Jupiler Pro League", the Belgian first division, Belgian beer brand Jupiler welcomed fans back with this commercial.