Creative execution:We created a fake creative team: Olivier & Dario. These actors had a real e-mail address, a telephone number, a real business card. They were equipped with hidden cameras and a portfolio with some radio spots that bare an uncanny ressemblance with existing spots.They managed to get 10 appointments with Creative Directors at 10 major Belgian agencies... and got different reactions.On October 27, all the creatives in Belgium received a film with some sequences of hidden cameras made by Olivier and Dario.At the end of the spot a link invited them to discover the iloveradioadvertising.be website. Once there, they could watch longer hidden camera sequences.

The site became a reference for creative people in Belgium.On the same day, Olivier and Dario were “Member of the day” on the Creative Club of Belgium website. And their portfolio received the most visits.