CLICKBAIT BIKINIS

ClientDECATHLON
Category C03. Native Advertising
TitleCLICKBAIT BIKINIS
Product/ServiceBIKINIS
Entrant BBDO BELGIUM Brussels, BELGIUM
Idea Creation BBDO BELGIUM Brussels, BELGIUM
Media Placement BBDO BELGIUM Brussels, BELGIUM
Production BBDO BELGIUM Brussels, BELGIUM
Credits
Name Company Position
Sebastien De Valck BBDO Belgium Creative Director
Arnaud Pitz BBDo Belgium Creative Director
Frederik Clarysse BBDO Belgium Copywriter
Gertjan De Smet BBDO Belgium Art Director
Diane Vandebroeck BBDO Belgium Account Director
Kleopatra Osmanaj BBDO Belgium Account Executive
Michael D'hooge BBDO Belgium Strategic Planner
Jonas Helsen BBDO Belgium Content Strategist
Neil Skeet BBDO Belgium Editing Director
Ben Billen BBDO Belgium Video Editor

The Campaign

We collaborated with Belgium’s biggest clickbait site and created a clickbait link of our own: “These girls went surfing in a bikini. You won’t believe what happened next.” It showed girls surfing in a bikini. Against all expectations of the viewers, nothing happened. At all. The video demonstrated how well the Decathlon sports bikini stays on. Talk about an unexpected ending.

Creative Execution

We created a video showing girls surfing. The clickbait title linking to the video: “These girls went surfing in a bikini. You won’t believe what happened next.” But in fact: the images showed that the girls didn't lose their bikini, and weren't worried or limited in their movements either. A clear message made the link to Decathlon's Sports-proof bikinis. We placed the video online on clint.be on thursday june 1, 2017. It became the most viewed article of the week in just one day.

In just a day, it became the clickbait site’s most viewed article of the week, It generated over 400 000 unique views, thousands of likes, hundreds of comments and was discussed by both men and women. We showed girls that they can sport in a bikini without fear of embarrassement.

Clint.be is Belgium's biggest clickbait site, reaching 1 250 000 unique visitors daily, both men and women. They post clickbait links to women accidentally losing their bikinis on a regular basis. Their videos are often controversial and always talked about. This made clint.be the perfect medium to place our "clickbait" video, demonstrating the quality of Decathlon's sports-proof bikinis.

Dreamy and slightly surreal, Ice Skaters for Ikea from CZAR Brussels

Ice Skaters shows the dreamy and slightly surreal spectacle of a middle aged couple spinning and gliding on the polished wood floors of an elegant, high-ceilinged apartment in their socks. With the tagline 'Bring life into your living room' it is a beautifully crafted advert creating a warm, nostalgic mood for the brand, Ikea. It won Bronze at Eurobest in 2018 for production company CZAR Brussels. Director, Joe Vanhoutteghem and producer, Lander Engels talk to Eurobest about the experience of creating the work. 

How do you make an idea work when your entire media budget is pulled, a week before launch?

The team at Marvelous Moscow have the answer. CCO, Artem Sinyavskiy shares the story of how their work for Skylink, 'The 1 MB Campaign', went on to win Bronze at Eurobest in 2017, despite the media budget being pulled a week before the launch of the campaign.

The gin, the city, the song and the search for the special colour of Seville

PS21 Madrid, the creative transformation company set up by founder of creative agency dommo Agustín Vivancos, was in its first year when the team began work on Searching for the Special Colour of Seville. It was a piece of work that would not only go on to win the agency’s first major award, Bronze in Creative Data at Eurobest in 2018, but would also become part of Seville’s cultural heritage. We hear how the idea came to life from Strategy Director, Sergio Garcia and Executive Creative Director, Victor Blanco.

Final Entry Deadline: 22 October

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