December 2009
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Campaign for real estate broker ERA, who supports the homeless this winter.

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Advertising Agency: ">10 advertising, Antwerp, Belgium

Agency website:

Art Director: Gertjan Kuijvenhoven

Copywriter: Olaf Meuleman

Photographer: Evert Thiry

Director: Steven Cuypers

Comments (4)

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Jet Propulsion Lab's picture
Jet Propulsion Lab
10679 Activity Scores

The first several seconds of explanation of this spot (which in itself is a long-winded one) already made me vote "one star" for creativity. I mean, I'm being forced to watch another reality show knock-off spot??? (Wow, I've never seen THAT done before.)


That said, the message here hits almost all the right spots. Goofy, yes. Light-hearted, yes. Very gimmicky, you better believe it, YES! But still, the audience may walk away from the ad feeling that they actually need to do something about the "situation" plaguing the country. And that is the ultimate goal of this work.

"All's well that ends well" may be what sums up this creative cop-out of a spot.