Cannes Lions

BELGIUM LEAGUE FOR THE BLIND APPEAL

DUVAL GUILLAUME, Brussels / BRAILLELIGA / 2007

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Overview

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Credits

Overview

Execution

Organize the world’s first ‘Blind Auction’ where people could bet, but not see what they are betting on:• Let people experience the difficulties of blind people and realise they need our support• Raise money for the Braille leagueThis idea was launched online to communicate to our Internet savvy audience and to engage the young consumer. When the idea of the blind auction was announced, eBay immediately showed interest to organize the betting online, and host another world first.

Outcome

The ‘Blind Auction’ …• Immediately grabbed the attention of eBay to play host to the world first.• Won the hearts of Belgium’s celebrities who offered unique and personal items for the auction.• Could not be ignored when ‘the big three’ radio stations (with an all encompassing combined market share) of the target in Belgium spontaneously got behind the cause.• Had massive PR and sponsorship value worth ten times the campaign budget.

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