On November 14th, Eurostar grabbed Belgium’s attention by claiming London was now so close that it was actually ‘just around the corner’. Travelling time between Brussels and London was reduced from 2h11 to 1h51. The impact of the multimedia campaign, which always used corners to bring elements from Brussels and London together in a surprising way, was such that nobody missed the message.

Throughout Belgium the campaign was launched on November 14th. Over 100 prominent street corners were dressed up with posters, bus shelter corners were used, and posters announcing cultural events in London were behind Brussels corners. On the radio traffic info and weather reports mixed Brussels and London elements, and prominent Belgian news sites were briefly transformed into London news sites.The Brussels café ‘De Walvis’, which is also on a corner, was cut neatly in half : half of the place was rebaptised as ‘The Whale’ and meticulously transformed into an authentic London pub.