FREEDOM

Short List
TitleFREEDOM
BrandCENTRAAL BEHEER
Product/ServiceCENTRAAL BEHEER
Category A05. Consumer Services / Business to Business
Entrant DDB UNLIMITED Amsterdam, THE NETHERLANDS
Idea Creation DDB UNLIMITED Amsterdam, THE NETHERLANDS
Production BONKERS Amsterdam, THE NETHERLANDS
Additional Company CENTRAAL BEHEER ACHMEA Apeldoorn, THE NETHERLANDS
Credits
Name Company Position
Matthijs van Heijningen Bonkers United Director
Peggy Spaapen-du Long Centraal Beheer Sr. Manager Strategist Brand positioning
Veronique de Bos Centraal Beheer Brand & marketing communication manager

Write a short summary of what happens in the film

In this 61th ‘Even Apeldoorn bellen’ ('Just call us')-film we stay true to the original and iconic campaign-idea: humorous and unexpected situations where a bit of help would come in handy. In this film we appeal to the universal feeling of compassion for someone who has bad luck. We see an ex-convict happily leaving prison and enjoying the first taste of liberty. Unfortunately he runs into trouble again and ends up being implicated on a murder scene by his own doing, without even knowing.

Cultural / Context information for the jury

This is no. 61 in a long line of Centraal Beheer ‘Even Apeldoorn Bellen’ / 'Just call us' ads. To stay true to this historic series (since 1986!), we need to come up with an impactful concept with a relatable emotion. But also, the execution always stands out. Just call us-ads are always cinematic in feel. In order to achieve this we worked together with Mathijs van Heijningen jr., who is not only a commercial director but also international movie director. The result is a really highend commercial that isn’t only an ad for Centraal Beheer, but also for advertising itself.