FILTHY RICH

TitleFILTHY RICH
BrandBRUSSELS MOBILITY
Product/ServiceDON'T DRINK & DRIVE
Category G04. Social Behaviour
Entrant MORTIERBRIGADE Brussels, BELGIUM
Idea Creation MORTIERBRIGADE Brussels, BELGIUM
Production JEKYLL’N HYDE Brussels, BELGIUM
Credits
Name Company Position
Joost / Philippe / Jens Berends / De Ceuster / Mortier mortierbrigade Creative Directors
Nicolas Gaspart mortierbrigade Copywriter
Fred Zouag mortierbrigade Art Director

Write a short summary of what happens in the film

The new campaign, starring the Belgian actor Guy Staumont known for his filthy rich character from one of the most famous belgian movie "Dikkenek". In this 1min30 video, we made a spin off from this movie, explaining how our character made his fortune. He displays resolutely biting humour and surfs on the wave of sports betting. Our character tells us how he made a fortune through betting... on future road traffic accidents among young people who get behind the wheel under the influence. Armed with statistics, he speaks directly to viewers and shares his tips and tricks “to make big money!”

Please tell us about the social behaviour that inspired the work

Summer is coming, and one month of the Euro Soccer Championship as well. And on top of that, Belgium just started the end of his lockdown. Probably the best cocktail ever for road accidents. The time has come to remind people that taking to the road after drinking alcohol or smoking a joint is anything but banal, whether you travel home by car, bike or scooter.