Category F07. Corporate Purpose & Social Responsibility
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.

Please tell us how the brand purpose inspired the work

Jupiler is Belgium’s leading beer brand, and also the most stereotypical masculine brand. For over 30 years, Jupiler had been built on the baseline of “Men know why”. This positioning is disputed in society, but at the same time the brand is still very influential among men. In 2019, we all felt that it was time to update that - disputed - positioning, making it more modern. Jupiler now sees its role in society as to “move men forward” in every way possible. Not in a patronizing way, but in a no-nonsense and simple problem-solving way, just like men are themselves. The brand has also a big heritage in football. As a title sponsor of the Belgian first division, Jupiler wanted to promote a strong anti-racism campaign and saw the return of fans after the covid-related lockdown as a perfect momentum to do this.