Title	SOMETHING TO SHARE
Brand	DOUWE EGBERTS BELGIUM
Product/Service	DOUWE EGBERTS COFFEE
Category	B01. Editing
Entrant	JACOBS DOUWE EGBERTS BELGIUM Brussel, BELGIUM
Idea Creation	BBDO BELGIUM Brussels, BELGIUM
Production	LOVO FILMS Brussels, BELGIUM
Production 2	SONHOUSE Brussels, BELGIUM

Name	Company	Position
Arnaud Pitz	BBDO Belgium	Creative Director
Sebastien De Valck	BBDO	Creative Director
Louise Cornet	BBDO	Creative
Loup Delpierre	BBDO	Creative
Dr. Bowman	Lovo	Director
Lieve Raymaekers	Bbdo Belgium	Account Director
Ward Braeckevelt	BBDO Belgium	Account Manager
Wouter Van den Herrewegen	BBDO Belgium	Strategy
Renée Vermeire	BBDO	RTV Producer & Art Buyer
Marlies Neudt	Freelance	Producer
Nicolas Van Poeck	BBDO Belgium	Sound Producer
Leslie Verbist	Freelance	Post Production
Bert Brulez	Lovo	Producer
Cho Kuo	Lovo	Producer
Vanessa Barba	Jacobs Douwe Egberts	Marketing Director
Oriana Servais	Jacobs Douwe Egberts	Marketing Manager
Karen Van der Perre	Jacobs Douwe Egberts	Marketing Manager

Write a short summary of what happens in the film

The latest brand tracker revealed that Douwe Egberts scores well on terms of ‘hospitality’, ‘togetherness’, ‘family’ and ‘warmth’. But they need to score higher on ‘optimism’, ‘openmindedness’, ‘true to yourself’. Be more ‘inspiring’. We didn't want to talk about the product. Every other brand in the country is talking about quality, origin, expertise and aromas. We’re not differentiating on product level and we’re hardly an innovative hipster barista brand. So, we don’t talk about what is in the cup but what is happening around it. The insight that it’s easier to find courage over a coffee, made us believe that we should encourage sincere conversations. Coffee is there when people have difficult conversations. Coffee is an invitation to dialogue. So, we write a simple and authentic story that shows tolerance and empathy of a father to his daughter. Douwe Egberts is an old brand. With a loyal, but ageing client population. But the brand has to remain fresh, stay relevant for younger generations. In short, Douwe Egberts has to rejuvenate without alienating the current buyers. So, we looked at what has young people feeling concerned. In a hyper-connected world, real connections are rare, especially between different generations. How can we ensure that generations understand and accept each other?

Cultural / Context information for the jury

Even in a Western country like Belgium, homosexuality is still not fully accepted by everyone. Especially for parents, it remains a tough subject to talk about. Douwe has always been a brand that sees its coffee as a conversation starter for emotional, and sometimes tough subjects. By showing an ad featuring a lesbian couple in a completely normalized and credible way, this ad struck a cord within the LGBTQ+ community and beyond. The goal of its virality was not to promote the product, but rather to contribute to further normalization and acceptance of LGBTQ+ persons, and at the same time, show the way to their parents, who often don’t know how to react.