The Good Life Agency - SIRE (2016)

SIRE ( Dutch Advertising Council) is an independent foundation that raises awareness of social problems, opens them up for discussion and puts them on the agenda of the Dutch public, opinion leaders and decision makers – without financing. The communication sector works free of charge on the campaigns that aim to “wake people up, get them thinking, and make them realize that certain matters should not be pushed aside.”

This year’s main theme is the growing drive for the perfect life, something that’s becoming a serious problem. We want a perfect job, perfect relationship and perfect children. According to Professor Verhaege, this 'strive for perfection increasingly leads to severe depression'. So SIRE launched The Good Life Agency (TGLA): a social experiment to see how far people go to get the perfect image. And with an aim to initiating a social debate both on social media and in the national press.

It offered services to make your life look better than it is, such as a ‘spontaneous’ meet up with a celebrity, extra likes on your Facebook post, or a fake one night stand, including photos and a WhatsApp chat. Anything to make your life look perfect.

TGLA was set up and launched as a legitimate company with a prominent Dutch communication professional as convincing founder, Chamber of Commerce registration, website hosting, promotional clips, press films, etc. To promote the agency, we chose to make a strongly polarised promotional film in which the services are exaggeratedly offered – and so get a real discussion going.

Check this page out for the complete story.

Awards:

ADCN - nominee - Advertising / Digital - Social

ADCN - nominee - Advertising / Promo - Activation - Direct

Lovie - silver + people's choice - Online Advertising / Best PR Campaign

SpinAwards - nominee - Social Media

Agency: N=5 | AV production: 356media | Website: code&coding