SCOPE :  FILM PRODUCTION
ROLE: DIRECTOR
- - - 
PRODUCTION - BetaBeest
AGENCY - Duval Guillaume / The Promise Waste Awareness
CLIENT - Unicef
DP - Lou Berhgmans

THE PROJECT

A film commissioned by Duval Guillaume Modem Antwerp advertising agency for Waste Awareness (The Promise) as part of their campaign Don't spoil the party against "no-shows".  

THE PROBLEM

Each year millions of dollars are lost as a result of “No Shows” — people who RSVP to corporate and public events but never show up.

THE SOLUTION

The project was designed as a heavy hitting awareness campaign targeting this recurring issue: creating a call to action to all attendees and organizers of events to assume their responsibility. This campaign aims to build awareness and educate people about this effort and grow recognition of the "Spoilman" icon. Companies using this icon demonstrate they are taking the problem seriously and are committed to improving the no-show waste issue. 

THE LEGACY

The campaign was so structurally successful that it was later adopted and officially relaunched as an industry-standard practice by ACC Belgium (the Association of Communication Companies).

AWARD

Winner of the Best Event Social/Corporate Social Responsibility (CSR) at the 2013 BEA Awards (Belgian Event Awards). The campaign was also highly praised by the jury for Best Evaluation because of how tangibly and transparently its success could be measured across the event industry.

"The no-show phenomenon results in a huge waste of effort, resources and food & drinks… all the while millions of people in the world try to survive with a minimum daily food ration."

THE PROBLEM
Each year, millions of dollars are lost as a result of NO SHOWS, i.e. persons who register for an event but then do not show up. A recurring problem that continues to rise….

A recent market study done with over 800 Event-Managers points out that in some sectors a No-show rate of 40 to 50 % for external events is considered as "normal". The NO-SHOW phenomenon results in a huge waste of effort, resources and food & drinks… while there are millions of people around us trying to survive with a minimum daily food ration. So it is time to react for our industry, and to assume our responsibility. Time to start increasing awareness of the invitees and attendees and let them take their responsibility to record.

THE SOLUTION
The Promise is a non-profit association and would like to mobilize the entire meeting and events industry to work together to make the "Spoil man" icon and introduce him as the ‘Icon’ against waste. We want to draw the attention and make people aware of their commitment as they sign-in and to encourage them to actually be present when they have registered and confirmed their attendance.

Furthermore The Promise NPO wants to encourage the persons who enroll for an event and then do a ‘No-show’ to on the one hand change their behaviour but also motivate them to ‘donate’ the wasted amount of their no-show to a ‘good purpose’.