| Title | CONNECTION LOST |
| Brand | ALS LEAGUE |
| Product/Service | NON-PROFIT ASSOCIATION |
| Category |
B04. Fundaraising & Advocacy |
|
Entrant Company
|
PUBLICIS BRUSSELS, BELGIUM
|
|
Advertising Agency
|
PUBLICIS BRUSSELS, BELGIUM
|
|
Media Agency
|
MEDIALAAN, BELGIUM
|
|
Media Agency 2
|
IP BELGIUM Brussels, BELGIUM
|
Credits
| Tom Berth |
Publicis Brussels |
Creative Director |
| Geert De Rocker |
Publicis Brussels |
Creative Director |
| Sophie De Plecker |
Publicis Brussels |
Art Director |
| Joris Luyten |
Publicis Brussels |
Copywriter |
| Jérémie Acquisto |
Publicis Brussels |
Designer |
| Seb De Roover |
Publicis Brussels |
Head Of Digital |
| Jonas De Wit |
Publicis Brussels |
Account Manager |
| Marc Van Buggenhout |
Asp Tv Productions |
Tv Producer |
| Tuyen Pham |
Asp Tv Productions |
Tv Producer |
| / |
Geronimo |
Production Company |
| Dirk Domen |
Geronimo |
Director |
| Mathias Kerner |
Geronimo |
Producer |
| Muna Baradi |
/ |
Casemovie |
| / |
Cobra |
Casemovie |
| Frédéric Godecharle |
Medialaan |
Media Contact |
| Tijl Sacré |
Medialaan |
Media Contact |
| Fabienne Thierens |
Sbs |
Media Contact |
| Michaël Huyghe |
Ip Belgium |
Media Contact |
| Evy Reviers |
Als Liga |
Client Contact |
The Brief
We wanted to reach a nationwide audience to better explain them what ALS does to you. Our audience knows the name ALS and has a vague idea of what it is, but as it is such a complicated disease it’s still extremely difficult to fully understand the frightening effect it has on your body.
Not only did we want to give them a better insight in the disease, we also wanted them to immediately donate to support ALS Liga Belgium.
Creative Execution
You know that feeling of losing your connection on your phone, tablet or television? Frustrating, isn’t it? That’s only a glimpse of what it feels like when you’re diagnosed with ALS, a deadly disease with no known cure. The only thing left to do, is helplessly experience the disconnection of your body and organs until a vital organ is hit and you die.
That’s why, on June 21st, International ALS Day, in collaboration with various national TV networks (RTL, VTM, 2BE & Vitaya), we disconnected major TV shows during prime time. All screens went black without a warning, after which we gave a voice to two ALS patients who know the terrible frustration of being disconnected. After the lost connection, the patients redirected viewers to connectionlost.be, inviting them to donate immediately and join the fight against ALS.
When Connection Lost was broadcast in prime time on national television, it reached about 1.750.000 people simultaneously. It was immediately picked up by deredactie.be, Belgium’s most popular news site with more than 270.000 visitors a day. In just 60 seconds we raised more than 20.000 euros.
Firstly, we had to make sure that we reached a large enough audience with our message. Secondly, in order to get people to donate immediately the terrible effects of ALS had to be made extremely clear.
To reach as many people as possible we chose to execute our campaign on national television. And to send our message as strongly as possible we gave people a tiny glimpse of what ALS does with your body: it disconnects you from it. After letting people experience this, we had to immediately follow up with a clear and concise message: donate now.