The client’s communication objectives

To commemorate the 60th anniversary of the Schuman Declaration on 9 May 1950 (which led to the creation of what is now the European Union), ESN was asked to produce a video capturing the main benefits of the Union – keeping Europe at peace. The client did not want a conventional commemoration of the anniversary (which is also Europe Day) and asked for a graphic way to explain the benefits of peace to a generation that has not experienced war.

The main challenges

ESN produced the video within the seven weeks deadline given by the client. ESN had to find the kind of treatment that was light and appealing to younger viewers, yet communicated a serious topic.

ESN’s proposed solution

ESN used irony and humour to communicate the message by contrasting the reactions of an older generation who have experienced war and a younger generation whose knowledge of conflict stems from video war games.

The process

ESN worked with the client from concept to development of the final film. ESN worked with six professional actors. Over a day of shooting was required. ESN created the baseline (slogan) and message statement.

Technical aspects

Original music and video. To save money and time on the translation no voice over was used. Text communicates the slogan and message.

Key features of deliverables

ESN created a video clip that can be used for viral marketing campaigns on the web, or for TV and cinema campaigns. For this campaign the audiovisual material must be short, punchy, and be able to create a buzz if it is to be effective on traditional and online media.

Client/audience satisfaction indicators

The video has been shown on the Internet and in cinemas across Europe from 9 May 2010. It will be placed on all of the Europa family of websites.