The National Debate
Leffe, AB Inbev
Issue 53 | December 2019
Agency
BBDO
Creative Team
Creative Director: Jan Dejonghe Creatives: Ariane Floderer, Gilles André
Production Team
Graphic Designer: Jorrit Michiels Final Art: David Vanderbist Head of RTV: Patricia Van De Kerckhove TV producers: Silke Ricour, Renée Vermeire, Eva Segers Long Copy: Andy Vandeborne, Siglinda Paquay Digital Project Manager: Karlien Fabré Content Manager: Orry Van Den Abbeele Front-end developer: Jérôme De Boysère Traffic planners: Karine Uytterhoeven, Monique Van Moer
Other Credits
Account team: Antoine Bouvy, Ward Braeckevelt Chief Commercial Officer: Daniel Schots Digital strategy: Kim Leunen Digital Campaign Executive: Michiel Dirickx Digital Development Director: Jonathan Pardon Director of Data: Glenn Rongé Strategy: Jan Van Brakel Brand activation company: Demonstr8 PR agency: Oona Media agency: Vizeum Client Client contacts: Arnaud Hanset, Mauranne Temot, Alexis Meeus, Olivier De Pooter, Laure Stuyck
Date
August 2019
Background
In 2011, Belgium broke the world record for the longest period without a government: 541 days. On May 26th 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. In fact, the country was 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 wanting Belgium to avoid beating its own world record again, Leffe wanted to send the politicians a strong signal.
Idea
100 days after the elections and with the politicians going nowhere, Leffe created the longest terrace ever in the hope of uniting the two communities. 1000 tables were placed along the 400km language border and 1,000 Flemish-speaking and 1,000 French-speaking Belgians were invited to share a beer together. They were also asked to discuss 10 political questions set by a Professor and political scientist, and reach (at least) 1,000 compromises.
The aim, quite simply, was to provide an example to the country’s politicians that they too should come together in order to create a new government as soon as possible.
Results
95% of the participants reached a compromise in 17 minutes (on average.) 69% of the population was reached.
24 million impressions were registered and sales increased by 13%.
Our Thoughts
This is nothing if not ambitious as an idea.
Optimistic as well. Just imagine if it rained on the day? There would have been many more reasons for not doing this campaign than for doing it but someone at Leffe had the cojones to go for it.
As politicians appear increasingly unequal to the task of politics, I think we will see more brands trying to encourage the decisionmakers to actually make a few decisions.
The Caples Awards 2020 have brought back the Courageous Client Award especially for ideas like this. I hope BBDO enter it so they can honour their client.