Cap48: LOOK ME IN THE EYES

Credits & Description:

Category: Charities

Advertiser: CAP48

Product/Service: DISABILITY AWARENESS

Agency: AIR BRUSSELS

Date of First Appearance: Sep 1 2010

Entrant Company: AIR BRUSSELS, BELGIUM

Creative Director: Gregory Ginterdaele/Marie-Laure Cliquennois (Air Brussels)

Copywriter: Gregory Ginterdaele (Air Brussels)

Art Director: Marie-Laure Cliquennois (Air Brussels)

Art Director: Marine Vincent (Air Brussels)

Account Supervisor: Daphné De Le Vingne (Air Brussels)

Client: Johan Stockmann/Benedicte Duval (CAP48)

Photographer: Kevin Laloux/Maxime Delvaux (354 Photographers)

Media placement: Press Ad - Magazine And Newspapers - 1 October 2010



Describe the objective of the promotion.

Cap 48 is a Belgian charity that supports the disabled.

It finances projects, but also aims to integrate disabled people into society.



Like any other charity, Cap 48 is in desperate need of donations.



Describe how the promotion developed from concept to implementation.

1994: For a famous Wonderbra ad, Eva asks the whole world to look her in the eyes… she said the eyes.

2010: Tanja, a real person, a disabled person, asks the Belgian people to look her in the eyes … she said the eyes.



We show the audience that there is a person behind the handicap.



Tanja gave over 60 interviews live on radio, prime-time TV shows and news programs.



Within 48 hours, Tanja’s Facebook page was saturated with friend requests.



On the 31st of December, she was voted 2nd runner-up Belgian Personality of the Year.



Explain why the method of promotion was most relevant to the product or service.

Tanja is a real person with a lot of qualities, she is not only beautiful and sexy, she became the image of Cap48 and carries the words of Cap48.



As Tanja says: "People often think that handicapped people don't have a personality, that they are strange people, they have to see I'm a woman above all and that I can be beautiful and sexy, and the handicap is secondary."



Describe the success of the promotion with both client and consumer including some quantifiable results.

- Cap 48’s fundraising aim was rapidly achieved… and ended up beating every record : 4,056,311 euros

- The number of voluntaries increased by 20%.

- Within 48 hours, Tanja’s Facebook page was saturated with friend requests.

- On the 31st of December, she was voted 2nd runner-up Belgian Personality of the Year.



The campaign not only gave the Belgian population an opportunity to show a touching support by donating; it also changed the view of the entire world on Tanja – and as such, all disabled people.