Visit Brussels Ambient, Case study Call Brussels [image] by Air Brussels

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Call Brussels [image]

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Industry Destinations (Countries & Places)
Media Ambient, Case study
Market Belgium
Agency Air Brussels
Executive Creative Director Eric Hollander
Creative Director Joeri Van Den Broeck, Dieter De Ridder
Art Director Sebastien Stronghead Verliefde
Copywriter Julien Scouze Riviezzo
Production Lovo Films
Released March 2016

Awards

Cannes Lions 2016
Direct Use of Direct Marketing: Use of Ambient Media: Large Scale Bronze Lion
Media Use of Media: Use of Outdoor Bronze Lion
Promo And Activation Use of Promo & Activation: Use of Ambient Media: Large Scale Bronze Lion

Credits & Description

Agency: Air
Brand: Visit Brussels
Country: Belgium
Advertising Agency: Air , Brussels
Entrant Company: Air , Brussels
Media Agency: Air , Brussels
Pr Agency: Air , Brussels
Production Company: Air , Brussels
Producer: Juliette Stinglhamber (Lovo Films)
Executive Creative Director: Eric Hollander (Air)
Account Manager: Daphné De Le Vingne (Air)
Creative Director: Dieter De Ridder (Air)
Copywriter: Julien Scouze Riviezzo (Air)
Communication Manager: Zoé Hutchinson (Visit Brussels)
Agency Producer: Bérengère Lurquin (Air)
Director: Jan Boon (Lovo Films)
Creative Director: Joeri Van Den Broeck (Air)
Producer: Niki Michiels (Lovo Films)
Pr: Whyte (Whyte)
Head Of Digital Production: Greg Pin (Air)
Art Director: Sebastien Stronghead Verliefde (Air)
Web Agency: Globule Bleu (Globule Bleu)
Graphic Designer: Maxime Douillet (Air)
Digital Project Manager: Maxime Van Santen (Air)
Synopsis:
However… something has changed.This campaign was made 2 months before the Brussels bombings on the 22nd of March 2016. visit.brussels decided to keep sharing this as a symbol against terrorism, because we will never give up our values of openness and tolerance.
Campaign Description:
The idea was to create a connection between people in Brussels and the people outside of Belgium. We gave people in Brussels the chance to express themselves and tell what life is really like in Brussels. Potential visitors had an opportunity to get unfiltered answers to any question related to the city. People from Brussels might pick up the phone and could rectify misconceptions about their city by giving their point of view.
Execution:
From 7 January to 11 January, we placed different billboards with integrated phones in Brussels: one at the Mont des Arts, one at Place Flagey, and one at the Place Communale in Molenbeek (where some of the Paris attackers lived, including Salah Abdeslam). A bannering campaign was launched on travel websites all over Europe. From a website people from abroad could choose one of the billboards and make free calls to ask people in Brussels an honest answer about what life was really like in the city. Via livestreams people could view the person answering the phone as well as the surrounding area.
Strategy:
We targeted potential visitors with banners on travel websites in Europe, inviting them to call Brussels for free and ask locals in Brussels how life really is. The best people to accurately describe what a city is like and promote its qualities are the locals. How is life in Brussels? Ask someone in Brussels.
Outcome:
In 5 days, 1
688 phone calls were made from 154 countries. The hashtag #CallBrussels was used all over the world. The campaign was massively spread by the press and social media (more than 32.8 million impressions) and was tested -and approved- by The Washington Post.In todays context, the movie became a statement against terrorism. Against the attacks on our values. Against the attack on our freedom.