Users of Belgium’s biggest streaming platform, Streamz, discovered an unusual trailer–one that doesn’t promote watching a movie or series but rather instead keeping your eyes on “The Road.” Research from the Belgian Traffic Institute shows that seven percent of Belgian drivers have watched a movie or series while driving. Thus this trailer implores folks to watch the actual road in front of them–and nothing else.
Directed and filmed by Delano Sookha, the trailer at first looks like it’s promoting a suspenseful movie. Like many other trailers, it shows quotes from movie critics. Only in this case, the critics are the parents of real road victims, urging viewers to watch the road. With quotes like “don’t miss a second,” “you need to see this” or “a must-watch,” the trailer ends with a simple but powerful message: watch the road.
“When we were asked to support this campaign, we were immediately convinced of its value and relevance. We’re happy to support this campaign and give it the visibility it deserves,” said Isabelle Maselis, head of branding & marketing communication at Streamz.
This campaign is a partnership between Parents of Road Victims and Streamz. “We’re thankful to have Streamz, the biggest Belgian streaming platform, as a partner,” said An Vandeborne, director at Parents of Road Victims. “People already know drinking and driving, social media and driving, texting and driving are problems. Now we want to make them aware of a new life-threatening issue: streaming and driving. People can enjoy, and even binge watch, their favorite content, but not while driving. Not when they put themselves, others and children, in danger. We hope that this trailer reaches the 7% of Belgian drivers in the place where they look for content, and makes them think twice.”
The campaign was conceived and produced by Happiness creative agency in Brussels. The soundtrack is the work of the young Belgian musician-composer Jaan Hantson.
Besides the trailer, the campaign also includes a print ad and digital out-of-home billboards.
CreditsClient OVK--PEVR, Streamz, Parents of Road Victims Agency Happiness, an FCB Alliance Karen Corrigan, executive creative management; Geoffrey Hantson, chief creative officer; Katrien Bottez, creative director; Philippe Fass, executive creative director; Hans Smets, managing director; Frederik Clarysse, creative; Bart Vande Maele, executive producer; Arthur De Wachter, lead producer; Remke Faber, head of motion; Simon Schuurman, editor; Dries Lauwers, head of design; Lore Snauwaert, Emilie Wauthelet, designers; Jaan Hantson, music & sound design; Loic Lenoble, DTP. Production Delano Sookha, director & DP; Felix Dukker, Francis Bosschem, assistant producers. Sound Raygun Partner: Streamz, Isabelle Maselis
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
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