Cap48: A DIFFERENT WEATHER FORECAST

Credits & Description:

Advertiser: CAP48
Agency: AIR BRUSSELS
Category: Best Use of Screens
Art Director: Antoinette Ribas (Air Brussels)
Clients: Bénédicte Duval (Cap48)
Creative Producer: Berengere Lurquin (Sharp)
Account Manager: Daphné De Le Vingne (Air Brussels)
Copywriter: Philippe Fass (Air Brussels)
Creative Directors: Gregory Ginterdaele - Marie-Laure Cliquennois (Air Brussels)
Clients: Renaud Tockert (Cap48)

Strategy
CAP48 is the Belgian charity which supports the disabled.This 'different' weather forecast appeared in the context of CAP48's awareness campaign for the disabled, right before their annual telethon on national TV.Instead of the usual weather person, it was presented in sign language. making it slightly harder to understand... Then, the following message appeared: It's hard to live in a world not suited for your needs. Yet, this is what disabled people live through every day.Without a single sound, we made CAP48's message loud and clear. A great introduction for the fundraising show that followed - and that broke all records.

Effectiveness
The weather forecast was a great opportunity to hit 600,000 viewers in one go.Doing this right before the annual telethon in support of the disabled was a great way to touch people emotionally and raise their awareness.All in all, we helped achieving two of the main goals of CAP48: raising awareness and raising money. Indeed, a record 4 1/2 million euros had been raised by the end of the night!

Execution
This 'different' weather forecast appeared on TV in the context of CAP48's awareness campaign for disabled, right before their annual telethon on national TV.After the news, viewers expected to see their usual weather forecast just like every day, but instead, without them realising, the telethon had already started... By unexpectedly putting them in the shoes of disabled people, our message was even more powerful.