Challenge
Social elections
When social elections were organised at the railway, the ACOD railway union wanted to put its candidates on the map.
It wanted to encourage people at the railways to vote for ACOD or to become a member, if they are not already.
But how do you campaign without having to make dozens of videos for the candidates, in all regions and professions of the railways?
Approach
Tom Cruise à la Belge
We decided to bet everything on one video, for all candidates. One spot that exudes pride in the history of the socialist movement, with a wink.
Thus the sympathetic anti-hero of the trade unionist was created. Our hero provides maternity leave, paid holidays and ergonomic chairs.
As everyone knows, heroes step away in slow motion as something spectacular explodes behind them. We could have Photoshopped that, but a real hero does his stunts himself. You're Tom Cruise à la Belge or you're not. With the help of an expert in pyrotechnics, we went popping at Lommel's motocross track.
The slogan 'the union, 150 years cool' had to underline the pride in finality.
Result
Widely applicable, well beyond the campaign
We advised the ACOD Railway in using the video on its internal communication platforms. The video was shared massively on social media. For additional visibility among railway employees, we launched a targeted ad campaign on Facebook.
Even after the social elections, the widely used video lived on, in different versions. We made a slightly modified version for another union centre.
By the way: ACOD Spoor won the social elections that year.
Coincidence - Tom Cruise thinks so!
