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.