The Legendary Tour
CHANCE / {PIAS}
Issue 50 | March 2019
Agency
mortierbrigade
Creative Team
Creative Directors: Jens Mortier, Joost Berends, Philippe De Ceuster Creatives: Nicolas Mouquet, Geoffrey Masse
Production Team
Producer: Tuyen Pham Director/DOP: Maxime Desmet Editors: Adrien Derez, Preben Verledens Soundstudio: Raygun
Other Credits
PR Manager: Anne-Cécile Collignon Social: Jonas Van Bael
Date
December 2018
Background
The Legendary Tour was the result of a cunning plan by musician Chance – real name Antoine Geluck. To create a buzz, this Belgian singer arranged a tour that included legendary venues like Olympia or Madison Square.
Idea
Fake? Not exactly, because Chance really did perform at all these venues.
Antoine Geluck: “I came up with the idea while talking to a friend, who’s a creative at mortierbrigade. What if we organised a real tour to all these mythical venues? So, we started looking for Belgian pubs named after major concert venues and announced our tour. This marked the birth of The Legendary Tour.” This fake tour shows us that, in today’s world, some extra creativity is needed if you want to make a name for yourself.
The Legendary Tour has been devised by creative consultancy mortierbrigade, supported by the PIAS label.
Results
PR value : 379k€ Media Value : 126 k€ Reach : +/- 9 millions