National Sunset
Proximus
Issue 55 | June 2020
Agency
ecosystem SILK, (FamousGrey, Prophets, Maxus, Altavia)
Creative Team
Agency (ecosystem) SILK Executive Creative Director Peter Ampe Creative Team Jonathan D’Oultremont, Peter Ampe
Production Team
Head of production Charlotte Bodson Production company Amok Producer Ann Van Steyvoort Post-production Famousgrey Productions
Other Credits
Strategic director Jonathan Detavernier Account team Catherine De Block, Cato Samyn, Caroline Ropsy Digital project Manager Jeremy Demoor, Kenneth Boerjan PR Director Kathy Van Looy Media (Proximus) Steven De Deyne, Perrine De Keyzer Communication planners (Maxus) Sarah Azni, Vincent Laduron Clients Proximus Aurelie Denayer, Sophie De Nys, Emmanuelle Puttemans Visit.Oostend Peter Craeymeersch, Pieter Hens, Niels D’Hoendt
Date
May 2020
Background
Belgians love to visit the seaside. But the coronavirus put paid to their favourite weekend activities. At the same time, SILK an ecosystem of agencies comprising FamousGrey, digital agency Prophets and media agency Maxus was encouraging Belgians to think #NoLimits at Home by turning their homes into yoga studios, classrooms and even concert halls.
Idea
To keep spirits up after 7 weeks of confinement, the idea was to interrupt broadcast television and treat all Belgians to a 90-second-long sunset at the seaside. Visit Oostende supported the initiative enthusiastically by facilitating filming the sunset. At 9 pm on Thursday 30th of April, the programmes on Belgium’s biggest commercial channels RTL and VTM were interrupted to broadcast the sunset at the Belgian coast. The 90 seconds of pure zen were also shown at exactly the same time on Facebook and Instagram live. This way, thousands of homes were transformed into beach bars and seaside apartments.
Results
1 in 4 Belgians were reached in one magical moment and watched the sun go down over the sea from their living rooms.
Our Thoughts
People can’t go to the seaside, so let’s bring the seaside to them! Brilliant. What we like most is that this isn’t a brand turning up late in the day with a positive message but a continuation of a campaign encouraging Belgians to look after themselves by staying in touch with each other and taking up new activities.