Title	THE SOCIAL BREAK
Brand	CAP 48
Product/Service	NON PROFIT
Category	A03. Brand or Product Integration into an existing programme or platform
Entrant Company	AIR PARTNER OF McCANN Brussels, BELGIUM
Contributing Company	AIR PARTNER OF McCANN Brussels, BELGIUM

Name	Company	Position
Eric Hollander	Air Brussels	Executive Creative Director
Dieter De Ridder/Joeri Van Den Broeck	Air Brussels	Creative Directors
Loup Delpierre/Louise Cornet	Air Brussels	Creatives
Daphné De Le Vingne	Air Brussels	Account Manager
Bérengère Lurquin	Air Brussels	Agency Producer
Le Soir/Voo/Seat/Leffe/Sncb	Le Soir/Voo/Seat/Leffe/Sncb	Advertisers
Latcho Drom/Adult/Lovo/Czar	Latcho Drom/Adult/Lovo/Czar	Production Companies
Sonicville/Bleu Nuit	Sonicville/Bleu Nuit	Sound Studios
RMB	RMB	Support

The Campaign

We convinced big advertisers to temporary ‘lend’ their running commercials to Cap 48, by changing all the original texts.

The entire commercial break in prime time became a support for the CAP48 Post-It sales. Totally free. Almost 5 million euros had been donated. A new record.

CAP48 is a non-profit organisation that fights for a better integration of disabled people in society. Every year they sell Post-Its to collect money Cap48 integrated their message into existing commercial breaks by partnering with advertisers running their commercials at that time. In other words: entire commercial breaks in prime time became a support for the CAP48 Post-It sales. Totally… free.