beon. Worldwide and 27Names have launched an international campaign, the Rules of Play, to advocate for better communication and collaboration across Europe. At the heart of the campaign is a short film centred around 27 delegates meeting in Schengen, the crossroads of Europe. The plot twist? All of the delegates are kids.
Using the common language of play, the kids come together to compose a new treaty: “everyone’s welcome, try new stuff, listen, play fair and have fun”. With all of the division we see in today’s world, these kids inspire us to become better communicators.
The Rules of Play campaign has been launched to celebrate 10 years of 27Names – a network of live communication agencies across Europe. Members of the public can sign and share the Rules of Play via the campaign website www.27names.com/rulesofplay.
Ander Bilbao, CKO at beon. Worldwide, highlights the importance of interaction and two-way, open communication in all the areas of this industry, where as he points out “most challenges could be solved by just applying the basic rules of any game: commitment, competition, respect. Essential cornerstones that both agencies and clients should interiorize.”
Wouter Boits, Chairman of the Board for 27Names, comments on the campaign’s origins: “27Names was founded 10 years ago to promote the power of live events and brand experience as means of marketing and communication across Europe. Today we are a leading network that connects the best agencies in our field everywhere in Europe. That’s worth celebrating”.
“But there’s still a lot of work to be done. Europe looks very different now than it did 10 years ago. Looking at the daily news shows, co-operation and communication is a big challenge we all face. We believe it’s more fun to play together than standing alone! With this campaign, we demonstrate that 27Names stands for European unity and collaboration. And we feel live communication can play a huge role in what Europe can achieve together when we work together. Because “Live never Lies”, Boits specifies the true purpose and meaning for launching the Rules of Play campaign.