Calvé Pindakaas - "Lieke"

Alfred International

Alfred International Amsterdam, Países Bajos

4243

Marca: Calvé Pindakaas
País: Países Bajos

Anunciante: Unilever

Título	Lieke
Agencia	Alfred International
Campaña	#Unstereotype
Anunciante	Unilever
Marca	Calvé Pindakaas
Fecha de primera difusión/publicación	2018 / 8
Sector Empresarial	Mermelada, miel, mantequilla de cacahuete, azúcar
Filosofía	Since announcing its #unstereotype movement in June 2016, Unilever has been striving to avoid and subvert gender stereotypes in advertising. The latest campaign for its Dutch peanut butter brand Calvé embraces the movement with some inspired casting. The spot features Dutch football player Lieke Martens, who was voted FIFA player of the year after winning Women’s Euro 2017 cup. The ad shows a group of children playing football on a training field. When a typically Dutch shower of rain breaks loose, their coach calls off the training: “Okay guys, time to go inside!”. All the kids gracefully seek shelter, except for one rascal who passionately keeps on practicing. When noticed the coach has to drag the kid off the field. The kid, as it turns out, is young Lieke Martens. For those outside of the Netherlands, Calvé peanut butter has a long heritage of featuring famous Dutch athletes in their childhood years, showing them as they persist on their journey towards becoming the greatest in their fields. In the spirit of the #unstereotype movement, this new ad is the first in which a female athlete plays the hero – perhaps a long overdue piece of casting. The unstereotyping message is further strengthened by the choice of football, which is traditionally portrayed in Europe as ‘a boy’s game’, and the coach’s unintentionally gender-biased pick of words (“guys”). Ultimately the spot celebrates the fact that a Dutch football star – who just happens to be a woman – was voted the world’s greatest.
Medio	Televisión
Duración	50 seconds
Mercado	España
Sound Design	Ambassadors
Client Contacts	Robert de Vreede
Client Contacts	Marten Zwaving
Client Contacts	Karin Koornneef
Client Contacts	Janina van der Drift
Strategy	Edward van de Ridder
Agency Producer	Carmen Ramsaran
Account	Sanne Tolsma
Account	Irene Spronk
Creative	Aad Kuijper
Creative	Patrick de Zeeuw
Productora	Pink Rabbit
Director	Ismael Ten Heuvel
Producer	Monique van Beckhoven
Director de fotografía	Myrthe Mosterman
Montador	Martin Heijgelaar
Montador	Jorien Voogt
Music	Massive Music
Grading	Captcha
VFX	Captcha!