Client: European Commission
Agency: Mostra
Territory: Europe
Verdict: 5/5

Blame it on the European Union’s current economic troubles: the idea of inviting more countries to the club has never been less popular among its citizens. One of the roles of the European Commission is to convince the public about the virtues of further enlargement. To try to turn the tide, it has put together this one-minute clip for television and social media.

The film plays on the similarities between those Europeans from the 27 countries in the EU and those from neighbouring countries looking to join, whether from Bosnia or Albania or elsewhere.

For instance, two cosmopolitan women checking their iPhones look like they might be from France, but they are in fact from Serbia. The glitzy and bustling TV news studio isn’t in Spain, it’s in Kosovo. The tagline: “So similar, so different, so European”.

The campaign would deserve top marks just for trying to sell EU expansion to existing citizens at a time like this. It is also a world away from the drab information campaigns that the EU is unfortunately known for, including soporific voice-overs recycled from aircraft safety videos. Above all, it makes the Commission’s central point very well: that we have more in common with our fellow Europeans just outside the EU than we might think.

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