Belgian Institute for Road Safety - "First Zero in Komen Eten"

Proximity Brussels

Proximity Brussels Brussels, Belgium

3232

Title	First Zero in Komen Eten
Agency	Proximity Brussels
Campaign	First Zero in
Advertiser	BIVV
Brand	Belgian Institute for Road Safety
Date of First Broadcast/Publication	2013 / 3
Business Sector	Road Safety
Story	Komen Eten is the Flemish version of "Come Dine With Me", a format that is broadcast throughout the world. Everyone knows that at the end of the evening contestants give points in the back of the car that drives them home. We used this situation to create a surprising online commercial for the BIVV, the Belgian Institute for Road Safety. We launched the movie with the title “The first zero in Komen Eten” and had it posted on the YouTube channel of Vier, the network that broadcasts the programme. This way the surprise was complete for unsuspecting viewers. Now discover it for yourself.All the national media, online and offline, picked up the movie immediately. Facebook and Twitter joined in. Even the federal police tweeted the video. After two days it was still the top video on Twitter and YouTube.
Media Type	Web Film
Length	20 seconds
Creative Director	Chris Goossens
Art Director	Thierry Wiebking
Copywriter	Bart Van Goethem
Copywriter	Robby Cap
Client Supervisor	Isabel Peeters
Editor	Robbie Bardijn
Advertising Manager	Tom Dedecker