11.11.11: Afrika needs to go faster

Advertising Agency: VVL BBDO, Brussels, Belgium
Creative Director: Jan Baert
Art Director: Seb De Roover
Copywriter: Els Verhofstede
3D: Nozon
Director: Kene Illegems
Production: Caviar Brussels
Published: November 2010


CuriousPencil's picture
4227 pencils

A strong idea with the loaded dice and the worthy cause, and the idea that it's not a game, all that. But I really can't take my mind off the contact details.

It's all about 11.11.11.
The phone number's ....11.11
The website's 11.be

Was there no way to make a consistent use of the numbers? Getting 'triple eleven' into people's minds then diluting it with different incarnations of the number, not an advisable way to get sticky with the audience I think. But that minor gripe aside, still a good looking piece.

Oh, why 11/11/11 in the first place by the way?

Guest's picture

11/11/11 is the name of a belgian organisation. This commercial was made for 11/11/11.

Jaap Grolleman's picture
Jaap Grolleman
6996 pencils

Nice production, sound and visuals go well together but I'm not all that tempted to donate money (which is what it's all about I suppose).

Dot's picture
90 pencils

the idea is not emotional enough. it doesn't really move me.

but it's ok. without being great.

Jack Mancer - when he said he was going to collect pencils, they thought he meant One show awards. He didn't.

royschellekens's picture
390 pencils

I really like the dice which shows that (most) Africans don't have access to the opportunities other people do have. But because the idea gets stuck in a game it never touches the real world with its real problems. That's why it doesn't create a emotional connection, i think. I would have preferred a different choice in execution. Apart from that a really nice production and very good job on art direction.


Hate advertising? Make better ads.

Dot's picture
90 pencils

I agree that one can speak for the metaphor. It's quite nice. But I would like it more if they would take it further and dò something for the whole issue instead of just 'bringing a message, call for action' and hop, we've got ourselves an ad. imho.

Jack Mancer - when he said he was going to collect pencils, they thought he meant One show awards. He didn't.

Sushi lover's picture
Sushi lover
907 pencils

nice production, but I don't feel myself involved. I get the emotion, but it can't move me to take an action.
I like how it use a dice for the concept. but with the 6 sides of 1s, I am feeling no hope rather than need to be changed.

Dream needs to be big!

Temple's picture
10780 pencils

Looks like a rejected idea for Monopoly.

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