In Belgium we don't need mountains to win a medal

Monday, November 25, 2013 — To date, the Winter Olympics have not been a major event in our country. Our flat terrain is better suited for cycling and snowboarding down some of our hills.

However this year, we are fortunate enough to have athletes who have the talent and determination to win a medal in Sochi. Our stations RTBF and VRT – which hold broadcasting rights for the Winter Olympics - will be on air daily for a number of hours from the tournament.

To support the Belgian team, BBDO created a TV spot with a group of snowboarders led by Seppe Smits snowboarding down Belgian hills to the sounds of the beautiful Jacques Brel song "Le plat pays ". Seeing this in the context of the Olympic Games, the Jacques Brel Foundation immediately supported the project.

The ambitious theme underlying this TV spot is: "We don’t need mountains to bring home medals".

To visualise this idea, the Belgian Olympic and Interfederal Committee (COIB) and BBDO called on the production company Caviar and the Uyttenhove family. Arnaud created the TV spot and his father Frank photographed the athletes. Two creative talents to match that of our athletes competing in Sochi.

The COIB has benefited from the cooperation of Katrien Aerts , Aude Aguilaniu , Bart Swings , Sebbe De Buck, Jorik Hendrickx , Hanna Marien , Jelena Peeters, Seppe Smits and Elfje Willemsen to create this campaign.

The TV spot will be on air from the 23rd of November on VRT and RTBF and in print ads from the 20th of November.

To learn more about the Belgian delegation and the Olympic Winter Games 2014 in Sochi, click here.





Client:  COIB

Contacts: Piet Moons/Philippe Vander Putten, Luc Rampaer, Julie De Ruyver

Agency:  BBDO

Managing Partner Client Services: Isabel Peeters

Account Managers: Inge Wertelaers

CD:  Sebastien De Valck, Arnaud Pitz

Creation: Frédéric Zouag, Nicolas Gaspart

TV Producer: Leen Van den Brande

Production Company:  CAVIAR

Director: Arnaud Uyttenhove

Photographer: Frank Uyttenhove

Touch up: Flint-Fuyt

DOP: Dimitri Karakatsanis

Sound: Sonicville

Music: Jacques Brel Foundation


Sochi 2014 - EN(60s) OFFICIAL

Sochi 2014 - FR(60s) OFFICIAL

Sochi 2014 - NL(60s) OFFICIAL

Isabel Peeters BBDO
Luc Rampaer BOIC