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2017 One Show - Social Media

#DiningForBrussels

Agency FamousGrey / Groot-Bijgaarden + Famous Relations / Groot-Bijgaarden + Mediafin / Brussel

Client DE TIJD / L'ECHO
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Annual ID

OS_SM17073M

About the Work

April 2016, Brussels was still recovering from the terrorist attacks of March 22nd. Tourists stayed away, and even Belgians avoided the infamous capital. The impact on Brussels’ restaurant industry was enormous. Belgian business newspapers, with headquarters based in Brussels, De Tijd & L’Echo decided to do something and launched the positive movement #DiningForBrussels. They called out to all Belgian people to come and dine in Brussels again and show their support. We made a twist on the #foodstagram: instead of photographing your mouth-watering food, we asked people to share pictures of empty plates, with a peace-symbol made from cutlery, which you had to share with #DiningForBrussels. The initiative became nr 1 trending topic within one hour after the launch. On day one, we reached 1 out of 3 Belgians via social media. In total more than 6600 messages including #DiningForBrussels were posted on social media, with over 1200 shared pictures.