Special olympics - Dare to play
We let six Special Olympians directly and personally challenge 7 Belgian famous athletes to Play Unified. The requests were so bold that every athlete shared it on their social media. We pressured them to take on the challenge, hoping the public would join us. And they did. So within 24 hours all 7 athletes accepted the challenge with a personal message of their own. But more importantly, within 24 hours we got the attention of the whole Belgian sportive community. It set in motion a large scale conversation across all media platforms and activated Belgian people and official federations to sport unified.
Special olympics - The Surprise Selection
We hijacked a much anticipated press event to put the spotlight on Play Unified, a concept totally unknown in Belgium. September 30th: 50 journalists are ready for the official press conference for the selection of the Belgian soccer team. National Coach Martinez reads the names of the players; but then adds unannounced 8 unknown players to the team. Those of athletes with a mental disability. Result? Immediate massive press and public attention, 4 days long. Launching #playunified with a reach of 30 million, and 2 million earned media. And importantly, a whole new perspective on athletes with an intellectual disability.
boek.be - emoji poetry
On January 26th, national Poetry Day, we used the popularity of emoji to spread the word about words. Together with famous poets, writers and musicians we created #Emojipoetry. We translated emoji into something truly emotional: a poem. All poems where collected on a facebookpage and in our Poetry Bot on Messenger. You simply had to send him an emoji. He answered with a poem for you to use. This way we fought emoji on their own territory: smartphones.
OVAM - litter signs
We gave 317 billboards next to highways a new function. And turned them into road signs. To be more precise: exit signs to indicate the distance to the next trashcan. Simple, and hard to miss. Reminding drivers not to throw trash out of their window, but rather to keep it untill they get to a trashcan. At the exits beachflags made the trashcans extra visible. Suprisingly, it got the attention of all major news channels.
But even better, it got the attention of drivers. Because during the campaign there was 32% less littering on highway parkings.
kind en gezin - shrink for safety
We wanted to give care providers a fresh look at their nursery. To help them create a safe environment for children.So we made a safety workshop showing a VR-film that shrinks care providers to the size of a child and puts them in the middle of a nursery. Through the eyes of a child they could see dangers, they may not see as an adult. At the end they got a list of questions. Asking them what problems they saw in the film. Food for thought and for a good conversation.
devos & LEMmeNS - 130 limited edition
Belgium’s favorite mayonaise brand turned 130 this year.
An ideal moment to highlight their quality and authenticity. But how could we get people to talk again about something so common to them? We redesigned the medium that’s closest to our fans: the jars. They were fitted in 6 historical labels inspired by 6 style eras to remind people of the brands tradition and good taste. Radio, tv, outdoor and social ads triggered people to discover the limited edition jars and our biggest fans received a collectors box with all 6 jars creating a lot of spontaneous social media posts about our product. Once again Devos & Lemmens’ place at the center of the Belgian table was reinforced.