Cannes Lions

CAP48 IS A CHARITY THAT SUPPORTS DISABLED PEOPLE

AIR BRUSSELS, Brussels / CAP48 / 2013

Case Film
Presentation Image
Case Film

Overview

Entries

Credits

Overview

Description

Yorick tends to look on the bright side of life. He shows us how “marvelous” it is to be a handicapped person in every-day situations.

How he has a “reserved” parking space, a buggy ride at the airport and a first row seat at a football game. He has got such a great life, just like a star, that we would almost want to take his place…

Almost.

Finally, Yorick, now serious, challenges us and makes us aware that the life of a handicapped person is obviously not so “ marvelous” after all.

Execution

This 'different' weather forecast appeared on TV in the context of CAP48's awareness campaign for disabled, right before their annual telethon on national TV.

After the news, viewers expected to see their usual weather forecast just like every day, but instead, without them realising, the telethon had already started... By unexpectedly putting them in the shoes of disabled people, our message was even more powerful.

Outcome

The weather forecast was a great opportunity to hit 600,000 viewers in one go.

Doing this right before the annual telethon in support of the disabled was a great way to touch people emotionally and raise their awareness.

All in all, we helped achieving two of the main goals of CAP48: raising awareness and raising money. Indeed, a record 4 1/2 million euros had been raised by the end of the night!

Similar Campaigns

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How did it happen?

AIR PARTNER OF McCANN, Brussels

How did it happen?

2019, CAP48

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