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The National Debate

Agency Network: 
Published/Aired: 
August 2019

Description

‘The National Debate’ by Leffe: divided land reunites on a 400km-long terrace. In 2011, Belgium broke the world record for the longest period without a government (541 days). On May 26 2019, Belgium voted again. The result was an even more fragmented political landscape between the Dutch-speaking North of the country and the French-speaking South. So divided that the political leaders from both sides of the country refused to sit together at the same table. As a Belgian beer brand, Leffe wanted to send them a strong signal and avoid to beat that world record again. And nothing like a good Leffe to start a discussion on a topic such as politics. Even more true, around a table on a terrace this summer. 100 days after the elections, and with the politicians going nowhere, Leffe decided to create the longest terrace ever in the hope of uniting the two communities and bringing them back together. The beer brand placed 1000 tables along the 400 km language border, and invited 1000 Flemish and 1000 French speakers to share a beer together. Participants were also asked to discuss 10 political questions set by a Professor and political scientist, and reach (at least) 1000 compromises. In order to set an example to the national politicians that they should come together to create a new government as soon as possible. The objective was to stimulate the debate. And the least we can say is that Leffe and BBDO Belgium have succeeded! This campaign was a real success and generated lots of reactions, participations, PR mentions in major national and international media, such as The Wall Street Journal, Euronews, ZDF… but also an impressive sales rise! Curious to discover the results of this? Watch the case movie below. Cheers! Always welcome.

Experiential advertisement created by BBDO, Belgium for Leffe, within the category: Alcoholic Drinks.

Advertising Agency: BBDO Belgium, Brussels, Belgium
Brand Activation Company: Demonstr8
PR Agency: Oona
Media Agency: Vizeum
Creative Director: Jan Dejonghe
Creative: Ariane Floderer
Creative: Gilles André
Account Director: Antoine Bouvy
Account Manager: Ward Braeckevelt
Chief Commercial Officer: Daniel Schots
Strategy: Jan Van Brakel
Graphic Designer: Jorrit Michiels
Final Art: David Vanderbist
Head Of RTV: Patricia Van De Kerckhove
TV Producer: Silke Ricour
TV Producer: Renée Vermeire
TV Producer: Eva Segers
Videographer: Jasper Vanhauwaert
Videographer: Jonas Van Gestel
Editor: Dejvi Vandeveire
Editor: Jonas Van Gestel
Motion Designer: Valentin Taminiau
Sound Production Company: BBDO Productions
Sound Producer: Nicolas Van Poeck
Sound Engineer: Mathieu Schots
Long Copy: Siglinda Paquay
Long Copy: Andy Vandeborne
Digital Strategy: Kim Leunen
Digital Campaign Executive: Michiel Dirickx
Digital Project Manager: Karlien Fabré
Digital Development Director: Jonathan Pardon
Director Of Data: Glenn Rongé
Content Manager: Orry Van Den Abbeele
Front-end Developer: Jérôme De Boysère
Traffic Planner: Karine Uytterhoeven
Traffic Planner: Monique Van Moer
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