The Live2020 Collection is a collection of “Venue T-shirts” instead of band T-shirts. Everyone already has a favourite band shirt, but today more than ever, also our live clubs need their fans. The clubs – and everyone working there to facilitate live music – have been hit hard. They are currently struggling to survive the second lockdown. With the Live2020 Collection, the creative sector needs to raise additional resources for the Live2020 Fund to increase support for live venues and clubs. The collection of T-shirts are absolute collector’s items. Each of the T-shirts’ artwork was done by a leading Belgian designer or visual artist – and there truly are some big names among them.

Mosaert (Stromae’s fashion label), for example, was responsible for the print that adorns the AB’s T-shirt; world-famous fashion photographer Willy Vanderperre provided the artwork for Antwerp club Trix’ T-shirt; well-known street artist Bué the Warrior designed for Democrazy Ghent and collage artist Sammy Slabbinck did the same for L’Entrepôt in Arlon.

The proceeds from the sale of the unique T-shirt collection will go entirely to the Live2020 Fund, which raises money for those who make live music possible in the clubs and are now struggling financially (from backliners to stagehands, from musicians to booking agents, from DJs to stage builders, from sound engineers to roadies). When you buy a T-shirt, you instantly help the most severely affected in the Belgian live scene.

For the Live2020 Collection campaign, several young Belgian musicians acted as models, including Tessa Dixson, Glints, Faisal and Meyy. They were directed by Sidney Van Wichelen, and photographed by Ines Vansteenkiste-Muylle, with the help of an enthusiastic crew of stylists, sound engineers, cameramen and other collaborators, all volunteering to help the ailing live sector. Both the film and the posters can be seen around Belgium from today.

Live2020 has been raising money since the start of the corona crisis. Early November, the fund released the first instalment of EUR 179,022 in emergency aid for various private individuals and projects within the live music sector. However, this amount is far from enough to save the ailing live music industry. Hopefully, the sale of “Venue T-shirts” will provide welcome extra support. But, to help the industry recover, an extra financial lifebuoy of tens of millions of euros is needed from the various governments. This creative industry initiative wants to point this out as well.

Credits
Chief Creative Officer – Geoffrey Hantson Creative Director – Katrien Bottez
Concept Provider – Tom Berth
Concept Provider – Joris Van der Plaetsen Concept Provider – Geert De Rocker
Account Manager – Lukas Das
Strategic Planner – Wesley Roeland
Content Provider – Jil Dockx
Content Provider – Lina Corrigan
Head of Motion – Remke Faber
Head of Design – Dries Lauwers
Designer – Arno Wynant
Designer – Victor Destrebecq
DTP – Romaine Dhainaut
Project manager Webshop – Kris Van Wallendael Project manager Webshop – Joni Allaert Project manager Webshop – Stef Cuypers Head of Production – Bart Vande Maele Print Producer – Pascal Delfosse
Production – VANSI PRODUCTION
Production
VANSI PRODUCTION
Agency – Happiness Brussels
Film Director – Sidney Van Wichelen
DOP – Virgil Leclercq
1 AC – Patrick Nishimwe
2 AC – Sara Van Acoleyen
Steadycammer – Charly Vandendrick
Gaffer – Ken Sodyum
Elektro – Rhomi Martens
Sound Department – Chez Freddy
Sound Engineer – Eli Sundermann
Music – Gert Malfliet & Eli Sundermann Art Department – Javor Malehounov
Editors – Sidney Van Wichelen
Editors – Jasper Flikschuh
Photographer – Ines Vansteenkiste-Muylle
Photographer Assistant – Syntyche Boda
Photographer Assistant – Louis Kerckhof
MUA – Gladys Ferro
Styling – Eveline Briand
Styling assistant – Joe Nekcans

A digital advertisement for the lens exemplifies how it works. The ad starts with some typography and eases into some live demonstrations. Basically, the Snapchat lens confronts ‘FaceTouchers’ every time they err. It displays quirky messages whenever the camera registers a face touch.

Overall, the campaign possesses a playful tone and effectively delivers its social message.

Credits
Advertising Agency: Happiness, Brussels, Belgium
Digital Production: Bliss Interactive

Tags:
IFRC FaceTouchers, Digital Campaign, We Are Social, Social distancing, Snapchat lens, COVID-19

Been to a tanning salon recently? If so, you’ll know that most modern sunbeds are equipped with a voice guide – a gentle, female voice guiding you though your session. The Belgian Foundation Against Cancer and Happiness, an FCB alliance, decided to seek out the Dutch voice-over actress who provides the guidance inside thousands of sunbeds in Belgium, and discovered that her name is Jolanda van Cooten, a voice actress from the Netherlands. They got in touch with Jolanda and convinced her to use her voice for a greater good – a radio campaign against sunbed use. In the ad, Jolanda urges people to stop using sunbeds and warns listeners about the increased skin cancer risk. And so, the voice inside thousands of sunbeds across Belgium and the Netherlands has now become the voice of a radio campaign against the use of sunbeds.

You can listen to the radio ad here

Every day more than 100 Belgians are diagnosed with skin cancer, and one of the main causes is the use of sunbeds. Compared to other European countries, sunbed use in Belgium is high. Belgium’s weather is intemperate, and winters can be cold and dark, driving lots of people to tanning salons for a quick bronze. Research from the Superior Health Council of Belgium shows that more than 1 million Belgian people between 15 and 65 years of age use a sunbed yearly. 62% of sunbed users have at least 10 tanning sessions per year, and 23% of sunbed users have more than 20 sessions per year.

The timing of the campaign couldn’t be better: sunbed use is the highest just before summer. One of the main motivations for using sunbeds is ‘preparing the skin before a holiday’. Many people mistakenly believe that a few artificial UV sessions prior to sunny holidays may protect them against sunburns.

The target audience of this radio campaign is tanning salon visitors, who will not only feel personally addressed by this ad, but won’t be able to visit a salon again without being reminded of the radio ad. As soon as they switch on their sunbed they’ll hear Jolanda’s voice, every single time. In an almost Pavlovian way, this campaign continues to work beyond its airtime.

Happiness, an FCB alliance, is a creative connectivity agency based in Brussels, Belgium, and Saigon, Vietnam. The agency is well known to design-connected brands that trigger emotions that trigger business. The very multicultural crew of Happiness have won numerous awards, including Grand Prix at Cannes Lions and Eurobest. Some of their work is even featured in the V&A Museum, London. The agency believes in the power of creativity, the power of humanity, and in happiness, that fuels both. Happiness Brussels currently works for Quick (Burger King), VOO (one of Belgium’s biggest telco companies), Toyota, Tuborg, Parents of Road Victims, 2dehands.be (Belgium’s biggest classified ads platform), DVV Insurances, NIVEA, Labello, Hansaplast, Eucerin, Somersby and Carlsberg.

Stichting Tegen Kanker / Foundation Against Cancer
Stichting tegen Kanker is a pioneering foundation which focuses on finding cures for cancer and providing much needed social support and information for cancer patients and their families. STK doesn’t get any government support so relies totally on donations, gifts and inheritances. The foundation is also committed to the health and welfare of the wider community, and regularly launches campaigns and targeted social actions highlighting the importance of prevention and detection.

Credits:
Communication Manager: Martine Ceuppens (Stichting tegen Kanker / Foundation Against Cancer)
Executive Creative Management: Karen Corrigan
Chief Creative Officer: Geoffrey Hantson
Creative / Creative Content Director: Barbara Dzikanowice & Philippe Fass
Senior Creative Coach: Katrien Bottez
Account Manager: Tine Van Hasselt
Researcher: Wesley Roeland
Head of Motion: Remke Faber
Motion Designer: Matthias Vandenbosch
DOP: Lisa Gadeyne
DOP: Sumi Arcos Mina
Agency Producer: Bart Vande Maele
Radio Director: Thierry Van Durme
Voice Actress: Jolanda van Cooten

This Video is related to:
FCB alliance, Cancer, Brussels, Happiness, Grand Prix, Cannes Lions, Belgian Foundation Against Cancer, Radio campaign, Jolanda van Cooten

Credits:
Oral-B Stages1. Two strong little teeth.
Advertising Agencies: Publicis Brussels, Brussels, Belgium / Publicis Kaplan Thaler, New York, USA
Executive Creative Directors: Erik Vervroegen, David Corr
Creative Directors: Paul Servaes, Tom Berth, Geert De Rocker
Art Directors: Louis Haffreingue, Marjorie Vardo, Bastien Grisolet
Copywriter: Simon Lamasa
Photographer: Brigitte Neidermair
Account Manager: Kaat Danneels
Account Directors: Angela Pasqualucci, Cheryl Loo

Credits:
Advertising Agency:Air, Brussels, Belgium
Advertisers Supervisor:Philippe Hensmans
Creative Director:Marie-Laure Cliquennois, Gregory Ginterdaele
Art Director:Sébastien Stronghead Verliefde
Copywriter:Julien Scouze Riviezzo
Print Production:Maxime Douillet
Craft & Design Director:Caroline Marson
Creative Producer:Bérengère Lurquin, Anne Gruszow
Photography & Retouch:The Pickles
Account Manager:Julie De Smedt

A network of free Wifi that only works in the shadow to prevent skin cancer.

Credits:
Advertising Agency: Happiness, Brussels, Belgium
CEO: Karen Corrigan
Chief Creative Officer: Geoffrey Hantson
Creative director: Philippe Fass
Chief Innovation Officer: Kris Hoet
Concept Provider: Laurie Lacourt, Catherine Hermans
Creative producer: Dominique Van Doormaal
Graphic designers: Gregory Ellinger, Laurie Lacourt
Account Management: Pascal Kemajou
Agency producer: Bart Vande Maele
WiFi Hardware Specialist: Ward Van Ooteghem
Production company: Maneki Studio
Post Production company: Moxy