In no time, every single shirt disappeared. On social media and fan forums, a real shirt hunt was declared. The hype was such that we decided to distribute extra shirts. And the sports press reported intensively about the megashirt phenomenon as well as the new offer.

We were able to negotiate to get all the billboards in the neighborhood of the 16 soccer stadiums covered. The shirt makers worked overnight to deliver in time.

So, every local billboard communicated on the local sports game with a huge T-shirt of the local team.

Sporting Telenet is the sports channel of Telenet, Belgium's leading cable provider. Until recently, they only had live transmission rights for 3 Belgian soccer games per weekend. Thanks to a new deal with the National Soccer Bond, it was extended to all the matches of the 16 teams playing in the national competition. Huge news for every diehard soccer fan.

This asked for a campaign in proportion to the enormity of the message. And what makes sports fans more enthusiastic than the colors of their club? What makes them more hysterical than the shirt of a player, thrown in the seats?

That's why we decided to offer them super-sized soccer shirts, pulled over billboards in the streets. Underneath, a poster revealed the good news. And as an extra surprise, the giant label was a free ticket to a game, for as many people as would fit into the shirt.