Czar Belgium Reminds Us Loneliness Isn't Just for Lockdown in New Spot for AG Insurance
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Directed by Lieven Van Baelen, the emotional ad reflects on the 46% of Belgian nationals who suffer from loneliness as a long-term problem
In the wake of the Covid-19 lockdown, everyone is feeling sheltered and isolated. But AG insurance, alongside Air, wanted to shed light on a surprising fact: 46% of Belgians suffer from loneliness. Now that the world is easing into normal life again, nearly half of Belgium’s population are continuing their isolation - they won’t feel the joy of seeing friends and family again, something we all miss so much.
The entire film was made in quarantine with 40 people involved in its production - from a distance - using different ways of communication such as Skype, Whatsapp and Vimeo. The actors were filmed in their real homes with extremely small teams on set, all while abiding with the government's rules on staying safe.
The touching film speaks to everyone affected by the lockdown; for some it has been peaceful, for others it has been extremely difficult. Although director Lieven Van Baelen’s depiction of loneliness for AG leaves viewers sad, it ultimately pushes us to feel empathetic and hopefully respond.
The production of the spot in lockdown had its own challenges, which are evident in the 'making of' video below.
Client: AG Insurance - Nathalie Erdmanis, Frija Leunens
Creative Director: AIR Creative Counsil
Agency members: Pauline Héraly, Tom Ernst, Boris Delire, Renaud Goossens, Bérengère Lurquin, Laurie Parres Albert, Anastasia Bousson, Alice Stadion