Digital, DM, Case study The Impossible Signing Sessions [image] by DDB Brussels

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The Impossible Signing Sessions [image]

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Industry Book store, Online Retail & E-stores
Media Digital, Interactive & Mobile, Direct marketing, Case study
Market Belgium
Agency DDB Brussels
Creative Director Peter Ampe, Odin Saillé
Art Director Tom Meijer
Copywriter Silke Beurms
Designer Sven Verfaille, Wietse De Ridder
Released November 2016


Eurobest Awards 2017
Outdoor Live Advertising And Events Silver Eurobest

Credits & Description

Product (Service): Online Bookstore
Agency: Ddb Brussels, Belgium
Entrant: Ddb Brussels, Belgium
Idea Creation: Ddb Brussels, Belgium
Media Placement: Mec Belgium Brussels, Belgium
Pr: Lewis Antwerp, Belgium
Production: Ddb Brussels, Belgium
Production 2: Antwerp, Belgium
Art Director: Tom Meijer (Ddb Brussels)
Copywriter: Silke Beurms (Ddb Brussels)
Creative Director: Peter Ampe (Ddb Brussels)
Creative Director: Odin Saille (Ddb Brussels)
Account Executive: Romy Vierhouten (Ddb Brussels)
Business Director: Francis Lippens (Ddb Brussels)
Strategic Planner: Jorian Vanvossel (Ddb Brussels)
Designer: Sven Verfaille (Ddb Brussels)
Designer: Wietse De Ridder (Ddb Brussels)
Concept provider: Danny Vissers (Ddb Brussels)
DTP: Benjamin Hiffe (Ddb)
Developer: Anner Tiete (
Developer: Kevin Verelst (
Account Manager: Elke Eriksson (Lewis)
Account Executive: Frederic Van de Meulebroucke (Lewis)
Communication Adviser: Morgane Lannoy (Mec Global)
Published: November 2016
Brief Explanation
'The impossible signing sessions' managed to bring a digital bookstore to life at a physical book fair by offering customers a highly personal interaction:
With the help of technology, the legendary Belgian writer Paul van Ostaijen was brought back to life for one last book signing session at the We reproduced van Ostaijen’s handwriting and a robotic arm was adjusted and programmed until it could perfectly duplicate his handwriting and signature.
The signing stunt allowed people to create their own personal message, letter by letter in the author’s handwriting. In the end, all visitors went home with a unique note, crafted as if it had been written and signed by Van Ostaijen himself.