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
|
Credits
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.