Title | BRING PASSION BACK |
Brand | JUPILER |
Product/Service | BEER |
Category |
F07. Corporate Purpose & Social Responsibility |
Entrant
|
BBDO BELGIUM Brussels, BELGIUM
|
Idea Creation
|
BBDO BELGIUM Brussels, BELGIUM
|
Production
|
BBDO BELGIUM Brussels, BELGIUM
|
Credits
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.