Cannes Lions

FLOOR 99.9

THESE DAYS - WUNDERMAN, Antwerp / BLACK & DECKER / 2017

Awards:

1 Shortlisted Cannes Lions
Presentation Image
Case Film
Case Film

Overview

Entries

Credits

Overview

Description

Everybody's heard the saying that the floor is so clean you could eat off it. Especially in reference to how well someone kept house. But you would never actually eat off it, right?

We launched Floor 99.9, the first restaurant where you eat off the floor.

The pop-up restaurant opened its doors on the vintage marble floor of the Mercado Food hall in Antwerp. Since this venue gets thousands of visitors every week, you know the floor is really dirty.

Execution

Floor 99.9 was meticulously designed as the next trendy restaurant, minus the tables. We built the restaurant on the old marble floor of the Mercado Food Hall Antwerp.

Every little detail from napkins to glasses was elegantly branded for Floor 99.9. We designed the ground level chairs so that people could sit comfortably and still stretch their legs. The original design of the marble floor was used to isolate the areas designated for food from the parts where the waiters could walk.

We invited lifestyle journalists, bloggers and consumers by sending them an invitation printed on an actual floor tile.

Customers got to enjoy a free 3-course meal prepared by Belgian Lady chef of the Year Anne-Sophie Breysem.

Between each course the floor was cleaned with the Steam-mop, giving everybody a live product demonstration and a clean floor for the next course.

Outcome

Even before the restaurant opened its doors, invitees were already sharing their invitations on social media. The lifestyle press and customers who ate at our pop-up restaurant enjoyed a once-in-a-lifetime dining experience by Black + Decker and reacted very positively to this daring stunt.

The campaign got covered in major lifestyle magazines and blogs, and the online video was also picked up by the mainstream press totalling 24 million media impressions.

The social video of the event got a social reach of 1.2 million and an increase in engagement on social media of 50%.

Sales went up by 15%.

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