Category B01. Use of Radio & Audio as a Medium
Idea Creation BBDO BELGIUM Brussels, BELGIUM
Media Placement VIZEUM Brussels, BELGIUM
Production BBDO BELGIUM Brussels, BELGIUM
Name Company Position
Arnaud Pitz BBDO Creative Director
Sebastien De Valck BBDO Creative Director
Frederik Clarysse BBDO Associate Creative Director
Tom Jacobs Freelance Creative
Frederik Clarysse BBDO Creative
Tom Jacobs Freelance Creative
Johan Van Oeckel Freelance Creative
Sofie Verstreken BBDO Chief Strategy Officer
Jesse Donkor BBDO Strategist
Lore Desmet BBDO Account Director
Janne Aerts BBDO Account Executive
Lieselot De Fraine BBDO Account Manager
Patricia Van De Kerckhove BBDO Head of RTV
Marlies Neudt Freelance Producer
Eva Segers BBDO Belgium Producer
Mathieu Schots BBDO Belgium Sound Engineer
Neil Skeet BBDO Belgium Video Editor
Tom Nackaerts BBDO Belgium Head of Studio
Lut Van Lombeeck BBDO Belgium Desktop Publisher
Anton Ceuppens BBDO editor

View Script

Write a short summary of what happens in the radio or audio work.

This commercial is aired only in the media space behind car ads on radio. We hear a voice saying: "Cars built with love are to be used with care. Don't drink when you drive. Jupiler." This is a reference to the 27-year old alcohol warning message "Beer brewed with love is to be consumed with care", aired at the end of every beer commercial in Belgium.

Translation. Provide a full English translation of any audio.

"Cars built with love are to be used with care. Don't drink when you drive. Jupiler."

Cultural / Context information for the jury

WATCH CASE FILM FOR CONTEXT. For 27 years, Belgian beer brands add a warning message to their commercials. "Beer brewed with love is to be consumed with care." Unfortunately, this doesn't lead to a responsible attitude when it comes to drinking and driving. 43% of Belgians admit to driving under the influence in the past month. Clearly, this message is not effective and largely ignored. Jupiler decided to reinvent this message, in terms of the language: "Cars built with love are to be used with care. Don't drink when you drive. Jupiler." But also in terms of media execution. We managed to buy the media slots right behind car ads, and attach it to the car ad. This way, every car ad became an alcohol warning by jupiler.

Please outline the innovative elements of the work

Instead of buying commercial slots on radio stations in a classical way, we collaborated with media saleshouses to pinpoint the commercial slots where cars were advertised. So after pinpointing the slots where car brands were advertising, media saleshouses manually inserted a 5" tagon right after the car ad, containing a message that functioned as a legal disclaimer for car ads: "cars built with love are to be used with care."