The Flemish Christian-Democrats CD&V asked the Antwerp-based agency choco to help them set out a direction for the party about six months ago.The party’s leadership was quite interested in the insights that choco has been applying for several years now to people and brands.The question was clear, namelycould these relationship builders help establish a connection between people and a party.
Choco strengthens the connection between people and brands by revealing a brand’s own power, communicating it and then letting it show through.
The Antwerp agency set out to do exactly the same for CD&V.After intensive workshops with the party leadership, it became clear that the party’s power was the “New We”.
Self-development is the cornerstone of societal development in the New We.It is your personal growth that will give you the power to help shape the bigger picture. A radical innovation and a clean break from the idea that the individual should be at the service of society. Choco transposed this vision into a neologism in Dutch, namely #ikbenWij, meaning I am Us.
After working on defining the content, whereby choco taught the party leadership how to reason according to the #ikbenWij principle, the time had come to convince the public of their vision. And so choco created an online ad to convey the party’s New Year’s wishes.The key idea wasthat if everyone shares a bit of warmth, we can make the world a better place.You can see the striking result below…
We also asked several CD&V party leaders to cut squares out of their clothes, just before the start of the campaign, to generate a buzz about the ad. And this clearly worked, as you can see from the photos below.