Radio 1 Outdoor MADE IN MISERY by Mortierbrigade Brussels

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Industry TV Channels/Radio Stations and Programmes
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Belgium
Agency Mortierbrigade Brussels
Executive Creative Director Joost Berends, Jens Mortier, Philippe De Ceuster
Art Director Stefan Van Den Boogaard
Copywriter Tim Geoghegan Tbwa\media Arts Lab
Producer Charlotte Coddens
Released June 2011

Credits & Description

Category: Stunts & Live Advertising
Advertiser: RADIO 1
Executive Creative Director: Jens Mortier/Joost Berends/Philippe De Ceuster
Copywriter: Tim Arts
Art Director: Stefan Van Den Boogaard
Producer: Charlotte Coddens
Planner: Stephanie Zimmermann
Planner: Stephanie Zimmermann
Other Credits: Graphic Designer: Laurent Lejeune

Ambient Execution Description
Peeters & Pichal is a consumer show on Radio 1. They wanted to raise awareness of the miserable working conditions in the clothing industry.

In one week’s time we had to engage people via a clever media mix, to respond with a debate forcing the industry to act.

The question we asked was: “Would people still buy a cheap t-shirt if they knew how it was made?”

Peeters & Pichal created their own clothing brand P&P

And we opened a shop in one of Europe’s fashion capitals: Antwerp.

The shop looked pretty normal. But when you entered the shop you would see the unacceptable rules, discover the young underpaid girls and meet the awful boss running the shop.

The shop was crammed with cameras capturing the reactions that were later used in a TV commercial.

Besides the shop and the TV commercial there were also fake recruitment ads and radio commercials within the same concept.

This outdoor stunt translated in great results.
People now know that when you buy a cheap t-shirt, somebody else is paying the price.
The visitors were all willing to pay extra for better working conditions.
The industry responded to the campaign via a representative of fashion stores H&M, Zara and C&A stating on Radio 1 that they would not allow these poor working conditions anymore. And Karel de Gucht (European Commissioner for Trade) promised on Radio 1 that they would react.