I created the whole campaign, bought the fries, directed the photo shoot, and designed the brochures, posters and printed material. I wrote the press release, contacted Pub Magazine, M&M and Adada for some coverage. I designed and developed the website, social pages and ads.
Picture by Luc Dufrène.
Leaving Luxembourg with no contacts in Brussels, I had to find a way to be seen and encourage people to check out my portfolio. I decided to deploy a cross-media self-promotion campaign which had to be fun and impactful on the streets, in bars and on social media.
I used the Belgian clichés of fries and beer to stage myself in a quirky way. The catchphrase was straight to the point, one piece of intriguing information: readyforbrussels.be.
With the help of Googlemaps, I targeted communication agencies, put up posters in their neighbourhoods and dropped flyers in bars I expected creative teams to go to.
A week after the campaign, I went by every agency with a pink package for the DC or managing partner (who I shamelessly stalked on Linkedin).