Category B04. Use of Ambient Media: Small Scale
Entrant MUTANT Antwerp, BELGIUM
Idea Creation MUTANT Antwerp, BELGIUM
Media Placement MUTANT Antwerp, BELGIUM
Name Company Position
Odin Saillé Mutant Creative Director
Emilie Kino Mutant Client director
Loes Daemen Mutant Client manager
Johan Van Oeckel Mutant Art director
Olaf Meuleman Mutant Copywriter

Why is this work relevant for Media?

We made protective plexi screens for restaurants, launching a completely new advertising medium. The shape of the screens was adapted to look like a television so that way, it looked like you were already on the show. Thus creating a new kind of targeted recruitment billboard.


When the first peak of corona was over, bars and restaurants could reopen again in Belgium. However, there were a lot of safety rules: registration obligation, no menus on the tables and there had to be a minimum of 1,5 metres between the guests. Whenever that wasn’t possible, there had to be a protective screen between the guests.

Describe the creative idea / insights (30% of vote)

At the same time Eén (that’s dutch for One), Belgians national TV channel, was preparing for a new season of First Dates. A TV show in which people who never met each other go on an actual first date, on camera. We made recruitment billboards in the form of plexi screens. The shape of the screen was made to look like a television and graphic elements were added on the plexi-glass. That way, it looked as if you were already on the show. The call to action was simple: ‘Star in the new season of First Dates? Apply now on’.

Describe the strategy (20% of vote)

How can we connect with each other in times where social distancing is king? By using one of the symbols of restriction as a new medium to promote a show that’s all about connecting with each other. The plexi screens were not a very pleasant experience, but we turned them into a completely new advertising medium. We used the dreaded plexi screens to our advantage and made it into something entertaining that inspired action. With these screens every dinner was made to look like a real, first date.

Describe the execution (20% of vote)

On March 13th, all bars and restaurants were closed. In June it was announced that they would reopen on the 8th of June. The adapted screens were placed in restaurants in Brussels, Antwerp, Mechelen, Ghent and Leuven just in time to make their debut when they reopened after months of lockdown.

List the results (30% of vote)

Reactions on the screens were unanimously positive. Most people don’t enjoy these plexi screens in restaurants so turning them into something fun was very much appreciated. The screens resulted in a staggering increase of applicants by 48%. An added bonus was that the applicants were more diverse in both gender and age than first season’s applicants. Making it easier for Eén to match and create successful first dates.