Category A07. Travel
Idea Creation ROSAPARK Paris, FRANCE
Media Placement ZENITH Paris, FRANCE
Production SOVAGE Paris, FRANCE
Production 2 FIRM STUDIO Paris, FRANCE
Name Company Position
Jean-François Sacco ROSAPARK Co-founder Chief Creative Officer
Gilles Fichteberg ROSAPARK Co-Founder Chief Creative Officer
Jean-Patrick Chiquiar ROSAPARK Co-Founder
Nicolas Gadesaude ROSAPARK Copywriter
Julien Saurin ROSAPARK Art Director
Delphine Drutel ROSAPARK Managing Director
Aurore Cornen ROSAPARK Group Account Director
Camille Hemet ROSAPARK Account Manager
Tristan Blondeau ROSAPARK Account Executive
Thomas Laurent ROSAPARK TV Producer
Mélanie Colleou ROSAPARK PR Contact
Julian Nodolwsky Sovage Director
Willy Morence Sovage Executive Producer
Lorette Delva Sovage Production Director
Nicolas de St Quentin Sovage Director of Photography
Yvan Touhami Orbis Founder & CEO
Anthony Damario Orbis Project Manager
Laetitia Deville Thalys Brand, Content & Communication Manager
Pauline Rémond Thalys Communication Officer France
Barbara Bruynooghe Thalys Communication Officer Netherlands
David Schoffers Thalys Communication Officer Germany
Kim Masselin Thalys Digital Project Manager

Why is this work relevant for Media?

We created a classic monument and transformed it into an original medium to interact with the inhabitants of Brussels and generate content. Thalys spread its message using this live 5-metre high hologram displayed in a public space.


On the Thalys railway network, Brussels has to compete with iconic cities like Paris or Amsterdam. People don’t necessarily think about going to Brussels for the weekend. But, nevertheless, Brussels has something more than the others: its inhabitants, who are probably the warmest people in Europe, always smiling and welcoming.

Describe the creative idea/insights

To promote our train journeys to this destination, we put its inhabitants up on a pedestal because in Brussels the real monuments are the people. We decided to give the people the opportunity to be part of their city’s cultural heritage.

Describe the strategy

Our target audience were people, who enjoy travelling, between the age of 25 and 45, wealthy and who enjoy city trips, cultural experiences, immersion in local atmospheres and getting off the beaten track. We wanted to mobilize everybody living in Brussels to show to what extent the city was full of “monuments”: its inhabitants. A week before, we created an event on Facebook, inviting them to come along. We used sponsored posts and worked closely with Visit Brussels, the Brussels Tourist Office. At the event, we proposed that they were “hologrammed” and gave them the opportunity to share their experience on social media. A live Instagram event was broadcast to our community at the same time, followed by a film of the event.

Describe the execution

Using unique, interactive technology, we set up a “Holobooth” in the Mont des Arts in Brussels, a truly futuristic photo booth capable, in just 2 minutes, of capturing a person in 360° and creating their hologram. This hologram was then projected onto a stone slab, creating gigantic silhouettes of more than 5 metres high. On the slab were the words “In Brussels, the real monuments are the people”. The event took place over the period of a weekend in the Monts des Arts, one of the main squares in Brussels.

List the results

More than 2000 visitors in just 3 days. More than 500 holograms A reach of more than 80 000 people with our various posts, live videos and 6000 interactions. More than 2000 fans recruited on our social media networks 100k visitors in 4 days to the event’s landing page.