FRIENDS & FOES
STORY BRANDS FOR THE 21ST CENTURY
HOW CAN YOU CHOOSE TO BE “PRO” OR “ANTI” WHEN THE CONVERSATION IS STILL GOING ON? WE CERTAINLY COULDN’T

TTIP

While Europe and the U.S. were in negotiations about the Transatlantic Trade and Investment Partnership some of the proposals were leaked from the negotiations table that were being held behind closed doors. The European S&D party was strongly against these proposals. They launched campaigns full of fear and protest to stop any further talks between both parties.

THE OTHER SIDE OF THE STORY

The Wilfried Martens Centre, the EVP think tank, asked us to create a pro-TTIP campaign to counter the S&D campaign. In their opinion there were a great many good agreements also being reached during the negotiations. To their surprise, we had to say no to that request. Because how can we make a pro-TTIP campaign when there is still no final proposal on the table?

KEEP THE CONVERSATION GOING

We convinced The Wilfried Martens Centre to ‘take a stand for negotiating’. So no pro- or anti-TTIP but pro-talking to each other, pro-sharing ideas and pro-debating with each other: pro-‘keeping the conversation going’.

INFORMING THE CONVERSATION WITH AN ONLINE PLATFROM

We launched our campaign with an inspiring film and an online platform for everyone who wanted to know more about TTIP. What are they negotiating? Who is saying what and why? Informing people without bias seemed to be the best strategy to take away fear for possible TTIP outcomes.

Created and produced at creative agency Lemon Scented Tea