Your ad on my prosthesis
Cap48
Issue 45 | December 2017
Agency
Air Brussels
Creative Team
ECD: Eric Hollander CD: Joeri Van Den Broeck CD: Dieter De Ridder Creative Team: Toon Vanpoucke & Morgane Choppinet
Production Team
Production Company: Geronimo Graphic Designer: Clara Climent Agency AV Producer: Tuyen Pham
Other Credits
Client: Cap48 Contacts: Bénédicte Duval, Renaud Tockert Strategy Director: Dieter Riemaeker Account Manager: Melissa Fastenaekels
Date
August 2017
Background
Cap48 is a Belgian non-profit organisation that fights for a better integration of people with a handicap. A huge disturbance for people with a disability is that they often get a lot of stares.
Idea
Thierry is a guy from Brussels who wears an arm prosthesis. He dominated the media with a remarkable business proposal. Thierry noticed that he got a lot of stares at his disability. So he wanted to benefit from all the views by renting his prosthesis to businesses as a new advertising medium. Everyone went along with his story. After only two days he became a hot topic in prime time news, several radio stations, newspapers and blogs. The public loved his idea. But after a while, Thierry revealed in prime time news that his idea was in fact a stunt for the new campaign of CAP48. A Belgian organisation that fights for a better integration of people with a handicap. They wanted to show that for people with a disability, it is not always pleasant to only be looked at as disabled. Don’t just look at the disability, look at the person instead.
Results
It became their most talked about campaign ever. CAP48 never got so much media attention in their 60 years existence. The fake news had a real impact as 81% of the population was reached with the message to stop the staring and start looking at the personality, instead of just the disability.