Be Tv: Be Tv

Credits & Description:

Agency: Happiness, an FCB alliance
Client: Be tv
Client contact: Frédéric Campodonico, Stéphanie Charguerot, Caroline Kassis,
Charlotte Jauniaux, Jacques Ohn
CEO: Karen Corrigan
Chief Creative Officer: Geoffrey Hantson
Creative Director: Philippe Fass
Creative Coach : Katrien Bottez
Creatives: Roxane Schneider, Pieter Claeys, Barbara Dzikanowice
Group Account Director: Pascal Kemajou
Account Executive: Camille Martin-Schmets
Producer: Sophie Gunsbourg
Movie Production: Lisa Gadeyne, Sumi Arcos Mina
Graphic Design: Alexandra Carosielli, Kassandra Donia
Motion Design: Remke Faber
Published: August 2018
Synopsis:
An outdoor installation that is as provocative as the show itself.
Sacha Baron Cohen, the master of mockumentary television, strikes again with his new hit series 'Who is America?' – a show that has already pissed off Dick Cheney, the NRA, Sarah Palin, and many others.
The Belgian television channel BeTV briefed agency Happiness, an FCB alliance, to promote the hit show in an equally provocative and fun way, so they showcased the key image of the show in a place you really can't miss: by putting the poster up on real walls, which they built… in front of Mexican restaurants.
In total, three walls were built, overnight. None of the restaurant-owners were notified beforehand, but luckily, they had a good sense of humor. No complaints were filed. On the contrary - the out-of-home installations left passers-by with a mix of curiosity and discomfort, which was the advertising campaign’s primary goal. This stunt illustrates that ‘outdoor’ as a category isn’t essentially synonymous with billboards, but can push the edges of how to engage people.
In ‘Who is America?’, Sacha Baron Cohen investigates the real America, and leaves no stone uncovered - whether it be gun laws, immigration policies or political views. The seven-episode series explores the diverse individuals who populate the United states of America, from the infamous to the unknown, across political and cultural spectrums.
It’s Sacha Baron Cohen at his best: intelligently exposing the true nature of people and pushing the limits of what he can get away with. In that sense, thisoutdoor campaign is definitely Cohen-worthy. All it took was some bricks, glue and cojones.