The democratic Republic of Congo.In 2010 it celebrates its 50 years of independence from Belgium.Belgian newsradio Radio 1 wanted to evaluate Congo’s 50 years of independence so they organised a live broadcasted event with congo experts, musicians, and even the Belgian minister of foreign affairs.We had to create a tv commercial and a print ad to promote this event.Since the event is all about the 50 years of independence, we’ve asked a Congolese advertising agency to create the campaign.Totally independent.

We found the agency AG Partners Kinshasa, and hired them to do our job.They made the campaign, and we showed Belgium how they did it.We captured the whole process behind the scenes.The Belgians could follow it on the campaign blog.They received updates every day through the radio and via bannering.We also triggered them via short TV trailers.We showed the whole behind the scenes process. From briefing over brainstormsgetting the official documents, casting, ppm, set dressing, rehearsals, catering ,the actual shooting and voice over recording.3 weeks after the briefing, the TV commercial ‘made in congo’ was aired on Belgian national television, the print ad was published in the newspapers, and posters were spread.

The event was sold out immediately.Radio 1 reinforced its position as the one and only news and background chain.And alltough it wasn’t the best commercial and print ad ever made for radio 1, we prooved that with little means and a lot of inventiveness, the Congolese did succeed.