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Win A Breast Reconstruction

basics
Industry: Professional & Public services
Media:Promotion & Event
Market:Belgium
Style: Minimalism
descriptioncnen
Outcome
One direct reply gained support on social media. 3100 Facebook-shares and 11.190 website visits got Yamina on national radio and major news channels. Stealing the attention a notorious retail brand was seeking, and using it for a good cause. The cost: only €30 and a day’s work. The result, on day after the hijack ZEB responded with a new website. They gave the €5000 (that’s two new breasts) and offered a lifetime partnership. But most importantly we gained: a broader knowledge of Benetiet, their mission, and a place on the political agenda. Today, the debate is still ongoing.
Campaign Description
One day later, we hijacked ZEB’s campaign with a new website: benetietcutsthecrap.be. It showed an open letter that claimed the prize, signed by Yamina Krossa, founder of Belgian non-profit and fundraiser Benetiet. After suffering from breast cancer, she discovered health insurance doesn’t cover the cost of a breast reconstruction. Why? Because it’s considered cosmetic surgery. So fashion store ZEB’s prize money could mean much more than fuller lips or a flat belly. In other words, we used a bad campaign and reconstructed it to serve a good cause.
Synopsis
CLIENTOur client Benetiet (= 'Benefit + Tit'), supports women who need a breast reconstruction after fighting breast cancer. The Belgian health insurance doesn’t cover the cost. Because it’s considered cosmetic surgery. Benetiet fights this injustice everyday by raising funds and hard lobbying. THE SITUATIONEvery year Belgian fashion store ZEB launches a controversial campaign. This year, in a cry for attention, they gave away €5000 worth of cosmetic surgery. A treat for the press, but a shock for everyone. To participate in the contest you had to go to zebcutsthecrap.be(Zebwindtergeendoekjesom.be in dutch).
Relevancy
This campaign is a one on one conversation between a fashion brand and a non-profit organisation.On the other hand it's an open letter. Written to one, but asking for the response of many. We wanted everybody to join the conversation and persuade Zeb to donate the prize money to women who really need the surgery.
Execution
Day1: Fashion store Zeb launches zebcutsthecrap.be, an online contest that awards €5000 worth of cosmetic surgery. A distasteful campaign, which leaves a shocking impression on everyone, but gains a lot of media attention. Day2: We hijacked ZEB’s media attention with a quick response on: benetietcutsthecrap.be. The website showed an open letter by Yamina Krossa, founder of Belgian non-profit and fundraiser Benetiet. She claimed ZEB’s prize money and explained that breast reconstructions are not refunded. Because Belgian health insurance considers it to be cosmetic surgery. So ZEB’s prize money could mean much more than a flat belly or fuller lips. The website was shared on Facebook and Twitter as a blogpost and sent to contacts at the newspapers.The same day Yamina got interviews on national TV and Radio. Using ZEB’s dreadful campaign to benefit a good cause.
Strategy
We created a mini site with an url that responded to ZEB’s url. Creating an online conversation that everyone could follow.To spread this website we used Facebook, Twitter and PR. This enabled everybody to join the conversation and show support. We had three target groups. 1. Politicians2. The public3. ZEBWe used ZEB’s campaign to create an online story. We needed to get the public talking about Benetiet and the injustice they fight. Because the more people talk about this problem, the easier it is to get politicians to actually do something about it. That’s eventually our main objective.
credit
Brand:
Agency:
Creative Director:
Copywriter:
Art Director:
Account Manager:
Other credit:Head of Strategy: Kristof Janssens
Digital Project Planner: Eli Hermans
Founder Benetiet; Yamina Krossa
awards
Cannes Lions International Festival of Creativity 2016
Bronze Promo & Activation
Response / Real-time Activity
Cannes Lions International Festival of Creativity 2016
Shortlist PR
Response / Real-time Activity
Cannes Lions International Festival of Creativity 2016
Shortlist PR
Public Affairs & Lobbying
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