A life-saving PR stunt

for Samusocial

CONTEXT

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DURING A SOARING HEATWAVE IN BELGIUM, SAMUSOCIAL, A BRUSSELS ORGANIZATION LOOKING AFTER THE HOMELESS, WAS URGENTLY LOOKING FOR 15.000 WATER BOTTLES. THE PROBLEM WAS THAT PEOPLE ONLY THINK ABOUT THE HOMELESS DURING COLD WINTERS, NOT DURING HOT SUMMERS.

 

IDEA

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WE CREATED A STUNT IN THE STREETS OF BRUSSELS THAT BECAME AN ONLINE FILM. A HOMELESS MAN SITTING ON A BUSY STREET ON A HOT SUMMER DAY, COVERED IN SNOW, WITH A SIGN READ: ‘DON’T WAIT FOR WINTER TO THINK ABOUT US.’ THE STUNT GOT MUCH PR, AND PEOPLE DONATED 10.000 BOTTLES. ALSO, NESTLÉ JUMPED IN AND DONATED 15.000 BOTTLES MORE. IN THE END, THE CAMPAIGN REACHED ITS GOAL AND MUCH MORE.

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CREATED BY BLONDIAU & LEO BURNETT

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CREDITS

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CONCEPT PROVIDERS: BRUNO GIUNTA & JULIAN LESCEUX

FILM PRODUCTION: VICTOIRE KAISER

CREATIVE DIRECTOR: SOPHIE DE PLECKER

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CLIENT: SAMUSOCIAL

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