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Network of the Year: McCann Worldgroup

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Multi-platform Campaign


Entrant: Air Partner of McCann, Brussels
Visit Brussels - "Call Brussels"

Corporate Name of Client: Visit Brussels

Client Marketing Director: Zoé Hutchinson

PR / Marketing Company: Whyte, Brussels

Agency Account Manager: Daphné de le Vingne

Agency: Air Partner of McCann, Brussels

Executive Creative Director: Eric Hollander

Creative Directors: Dieter De Ridder/Joeri Van Den Broeck

Copywriter: Julien Scouze Riviezzo

Art Director: Sébastien Stronghead Verliefde

Agency Producer: Bérengère Lurquin

Project Manager: Maxime Van Santen

Production Company: Lovo Films, Brussels

Director: Jan Boon

Producers: Juliette Stinglhamber/Niki Michiels

Digital Company: Globule Bleu, Liège

Digital Producer: Greg Pin

Graphic Designer: Maxime Douillet

Description of the Project:
In November 2015, after Brussels was linked to the terrorist attacks in Paris, the international media portrayed Brussels as ‘the capital of terrorism’ and many tourists cancelled their trip. visit.brussels, the Brussels tourism board, wanted to change this negative perception. We activated locals to tell LIVE how life really was in the city at that time.
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.