Jupiler -> Belgium
Unlike my native country of The Netherlands, the Belgian national team qualified for the upcoming football (soccer)World Championships in Russia this summer. The Belgian team – dubbed Red Devils – has seen a major increase in quality, with many top Belgian football players now active in the best competitions in the world. In this short spot, Jupiler embraces the national identity. The payoff in the spot is that every single inhabitant of the country is first and foremost Belgian, before identifying as a fan, a player or an athlete. The major plottwist comes the brand announces it will change its name for the occasion. You guessed it, Jupiler will henceforth be known as Belgium. The brand puts its money where its mouth is and changes the branding on all of its products and its website. I have to say I admire the brand for setting up this major operation, which will probably have come at quite a cost. The screengrab below shows what their website currently looks like.
Jupiler’s raw and cinematic video for #wearebelgium
On to the visuals though. This spot was produced and created by CZAR, a top Dutch visual content production agency that represents some of the most talented directors and producers I know. The thing I really loved about this spot, was its raw and cinematic look. It reminds me more of the Brazilian favelas than the Belgian countryside. It does so by adopting a look not unlike the motion picture City of God / Cidade de Deus. The images are grainy, somewhat messy but in a good way, the light is dramatic and the grading is raw. Very raw. A lot of vintage visual effects are used and a Dutch angle is thrown in here and there. What’s more, focus and camera stabilisation are of secondary importance. And it works out perfectly.
Yes, the spot ends with a close up of the new Belgium branded can. However, this shot fits perfectly in the video and doesn’t even feel like product placement. The product shot completely constitutes the plot twist, and doesn’t bother me even the slightest. I can hardly hide my admiration for the creatives who came up with this concept, for in just one minute the video prepares the viewer to be shown a product and love it.
Lead image taken from Jupiler’s #WEAREBELGIUM video, by CZAR