This summer, radio station Studio Brussel wanted everyone to know that their live program “All Areas” would be omnipresent at all major festivals and no-one would be able to escape their presence.A big barrier was that so many brands are competing for the target’s attention in summer, so it would be hard to stand out. The brief was to come up with something cool, original and exciting.

To prove the station’s omnipresence, we handed out incognito glasses that would make you look unrecognizable. The message on the glasses read: “Protect your privacy, Studio Brussel will be All Areas”. You could get your pair of glasses at the Studio Brussel festival stand and have your picture taken and put on the site. In no time the incognito glasses became the most wanted gadget at Belgian music festivals.

All weekend long, endless lines of people were waiting to get their glasses and have their picture taken at the Studio Brussel festival stand. At one point, 27,000 photographs were taken in 3 hours. And knowing they were anonymous, people knew they could go far. Very far.