Death and the King’s Horseman

The clash of two cultures in WWII Africa

If you live in London and haven’t seen this play yet, run to the National Theatre as it will be on until 17 June only. Based on a true story, Death and the King’s Horseman depicts with beauty, taste and strength a cultural clash between the British colonial community and the local traditions of Nigeria.

It has been one month since The Alafin (King) of Oyo has died and as per the tradition, the community is preparing for the night’s ritual: the burial of the King along with the ritual suicide and wedding of his ‘Horseman’ who will accompany him to the other world. Having heard about the ritual, the British colonial officer in charge of the area is on his way, in order to prevent this ‘murder’ from happening, along with what could be regarded as chaos in his hierarchy.

Full of authenticity, this play tells the story of two ‘co-living’ communities who due to cultural differences do not understand each other and probably never will. The interaction within each of the communities is alien to the other one.

A subject approached with subtlety, which is still relevant to this day in various parts of the World.

-The original story took place in Nigeria in 1946. For the purposes of the play, Wole Soyinka set the story back in 1943-

By Melanie Chevalier

Word-of-mouth – Made In Belgium was launched on 24th May 2009.

How do brands take into consideration their customers’ point-of-view on a new product, a re-orientation of their strategy or the latest campaign? What makes a brand strong and convincing in a local market? What makes them grow?

Nowadays with the buzz of social networks, blogs and online communities, it seems as if we are getting back to basics, so don’t be surprised if the good old word-of-mouth is the way forward to get that bit closer to your customer.

The Insiders or Les Initiés understand this opportunity well. They are efficiently creating one of the biggest online communities constituted of consumers in the Benelux countries. The principle is simple: rather than going through traditional consumer testing methods, The Insiders take care of getting your products, campaigns and concepts tested by their reliable online network of consumers. All demographics are engaged in this process of review in order to provide succinct analytical feedback on your product, campaign, or brief.

The Insiders offers a real incentive for both the consumer and the brand:

  • As a consumer, you are placed at the heart of your favourite brand’s activities. You are the first to be informed of their new ventures, and are given the opportunity to try out new products before they hit the market, in exchange for your opinion.
  • As a brand, it is a unique opportunity to hear what your consumers really think, it is a facilitator to interact with consumers in an easy, informal way. This turn will help your brand to prepare the most relevant and efficient campaign.

Creative Culture recommends you take a look at their website here:, currently available in Dutch and French.

By Melanie Chevalier

Creative Culture On Set

Creative Culture was appointed as the local research and interpreting partner on the set of a documentary for Discovery Channel.

The plot of the documentary was around an incident which took place on 17 July 2007 on the Tour de France. A beige Labrador crossed the road as the cyclists were passing through a mountain village and hit Marcus Burghardt.

For the first stage of the project, Creative Culture was appointed to undertake a local research and find the dog and its owners for a documentary for Animal Planet (Discovery Channel). Mission accomplished after less than 48 hours!

The second stage was to organise the interviews with the various people involved in the story: the dog’s owner, his nephew who was the witness of the accident and his mother who lives in the village of the accident.

Our research and language experts managed this project in the local language (French) to ease the process with all participants.

The final stage was to accompany the crew on set. The shoot took place in the French Alps (Grenoble and Lanslevillard). Creative Culture was present as a language expert, leading the interview in French and assisting with various aspects of the logistics.

It was an incredible experience full of fascinating facts. We were introduced to the most extraordinary dog, Nelson, who had spent his life paragliding with his owners, a couple who have climbed the seven highest peaks on each continent and the most incredible weather (unseen in 30 years in the French Alps) with 1 metre of snow falling on our heads in less than 12 hours!

For more information on Nelson’s owners, Claire and Zébulon, and their sensational activities, please visit: (there is a version in English for non-French speakers)

By Melanie Chevalier

European SME week

'Think Small' to fight against difficult times.

The European SME (Small and Medium Enterprises) week has started today and will see a huge number of events occur in no less than 35 countries until 14 May 2009.

The European Commission believes that Small and Medium businesses are an answer to tackle the crisis across the continent and have therefore decided to deploy teams to support these events aiming at boosting entrepreneurship throughout. These are directed to entrepreneurs but also students to stimulate entrepreneurship, inform about the different types of support they can benefit from and also create a big scale networking effect.

'Inspiration', 'information', 'advice', 'support' and 'ideas' are the key concepts being brought forward by the European Commission this week.

Günter Verheugen, the vice-president for Enterprise and Industry said: "This Commission together with the Member States has worked hard to improve the conditions for small companies. If there is a way out of the economic downturn, it is the SMEs’ creativity, flexibility and capacity to find solutions. Together we have already achieved improvements. But we must go further. We need more SMEs as they are the true drivers of growth and job creation"

'Think Small but Global'

'Think Creative'

'Think Flexible'

is what Creative Culture believes in too.

We support the initiative of the European Commission and are looking forward to taking part to it.

To find events near you or to learn more about the European SME week visit:

By Melanie Chevalier