Upstart Belgian agency Make Lemonade and Czar create powerful film
Belgian TV channel Canvas takes the Olympics backs to its roots with this touching spot about a family of Greek discus players. The film stars Petros Evagelatos, a promising young athlete who is tipped to be part of Rio 2016, as his father discusses the country’s economic situation.
The creative was devised by Willem van den Hoof of upstart Belgian agency make Lemonade, and was directed by collective Lionel Goldstein (Koen Mortier and Joe Vanhoutteghem, co-founders of Czar). “Lionel Goldstein was the best director for the job – they really took it to the next level,” says van den Hoof.
As van den Hoof explains, the idea behind the spot was to highlight the quality programming and in-depth reporting that characterises the Canvas channel.
“During the Olympics, Canvas dedicated its entire schedule to the Games. With loads of occasional viewers, the ratings went sky high, so we thought it would be the perfect moment to show them what Canvas is all about,” he says. “Linking the Olympics with the financial crisis in Greece seemed a good and relevant way to explain that after the Olympics, Canvas will bring the stories behind the news again. And by telling the story the way we did, we also wanted to give an impression of what Canvas stands for.”
Canvas is a key client for Make Lemonade, a relatively new agency which was founded just six months ago after it won a competition for the TV channel’s account.