Creativity

Walls appear in front of Mexican restaurants to promote 'Who Is America?'

Belgian market gets a potentially controversial stunt for Sacha Baron Cohen's new show

By Alexandra Jardine. Published on Aug 07, 2018

Editor's Pick

Sacha Baron Cohen's new show "Who Is America?" is already causing its fair share of controversy in the U.S. -- and to promote it in Belgium, broadcaster BETV is running a potentially controversial stunt.

In a campaign by FCB agency Happiness Brussels, the broadcaster built brick walls overnight in front of three Mexican restaurants -- and attached a billboard for the show to the walls. Somewhat amazingly, none of the restaurant-owners were notified beforehand, but luckily, they had a good sense of humor and no complaints were filed.

Instead, the agency reports that the out-of-home installations left passers-by with "a mix of curiosity and discomfort"--which was of course the campaign's primary goal.

The seven-episode series is running on Monday nights on BETV.

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Credits

Date
Aug 07, 2018
Client:
BeTV
Agency:
Happiness Brussels
CEO:
Karen Corrigan
Chief Creative Officer:
Geoffrey Hantson
Creative Director:
Philippe Fass
Creative Coach:
Katrien Bottez
Creative:
Roxane Schneider
Creative:
Pieter Claeys
Creative:
Barbara Dzikanowice
Group Account Director:
Pascal Kemajou
Account Executive:
Camille Martin-Schmets
Producer:
Sophie Gunsbourg
Movie Production:
Lisa Gadeyne
Movie Production:
Sumi Arcos Mina
Graphic Design:
Alexandra Carosielli
Graphic Design:
Kassandra Donia
Motion Design:
Remke Faber

Need a credit fix? Contact the Creativity Editors

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