In November 2015, BOIC, the Belgian Olympic and Interfederal Committee, launched a national campaign in collaboration with FAMOUS. A TV advertisement was introduced to the Belgian audience that highlighted the long way to Rio and the challenges that await the competing athletes. FAMOUS worked with graffiti artist Mr. Mong and the production house Wenneker.be.
This was the first phase of a campaign designed to ask the public for mental support.
But both parties wanted to convert Belgians’ support into something more tangible, as Olympic athletes need not only mental, but also financial support.
What we did.
To take the support of the Belgians to the next level the spot would literally be sold. Every image in the advertisement was put up for sale as frame art, resulting in the sale of 416 unique frames. On http://choose-your-olympic.teambelgium.be, each second of the advertisement can be paused and bought as frame art. This unique piece of art measures 1000 mm by 560 mm, is printed on an aluminium plate, personally hand-signed by the artist and sent to the buyer. The profit from this art sale will go to BOIC and to our athletes in Rio.
BOIC used this ongoing initiative to create awareness for the fact that athletes still need financial support, even more so when they compete at a higher level. At this point, BOIC counts on support from local and regional authorities, as well as from other institutional and commercial partners. But extra support is still needed. More and more countries are investing in their athletes. If Belgium wants to compete with top Olympic athletes, it should start delivering by adding extra initiatives and efforts like this frame art sale. Every little bit helps, and results in a boost for the whole of Team Belgium.
FAMOUS Relations took BOIC’s story in turn and released it to the press. We kept two different kinds of media groups in mind at all times: current affairs media and lifestyle media. While pitching, we consistently changed our approach and message according to the medium. We tailored our message by fine-tuning the visuals according to the media.