Category A06. Not-for-profit / Charity / Government
Idea Creation LDV UNITED Antwerp, BELGIUM
Production MOJUICE Leuven, BELGIUM
Name Company Position
Dennis Vandewalle LDV United Creative Director
Dries De bruyn LDV United Creative Director
Vivienne Mak LDV United Creative
Manon Penne LDV United Creative

Why is this work relevant for Direct?

When Belgian Red Devil Eden Hazard tested positive for COVID, Bednet & ClassContact responded immediately to raise awareness. Both organisations provide a superb live platform for sick kids, making sure they don’t miss anything. We made sure that Belgian captain Hazard didn’t miss anything either and within a few days we launched a livestream: FrontRow. We put cameras on the chests of players such as Witsel, Batshuayi and Vertonghen to create unique first-person footage from the training. By launching FrontRow we made a wide audience experience what we do for sick kids daily.


Bednet (Flanders) and ClassContact (Wallonia) make sure that kids who suffer from long-term illness keep up with their classmates thanks to a superb live platform. This platform allows them to remotely follow classes on a daily basis. On the 2nd of November Eden Hazard, captain of the Belgian Red Devils, tested positive for COVID-19 and had to stay in quarantine. So, we grasped the moment and responded immediately by doing what we do best: provide a live platform to make sure that Eden Hazard didn’t miss out on anything. Its name? FrontRow. The objective? Give sick kids a front row seat and put Bednet and ClassContact on the front row of the Belgian media to create extra awareness for these important organizations.

Describe the creative idea (30% of vote)

Due to COVID-19 Hazard was forced to stay in quarantine (in Madrid) during the group training for the Nations League games. Just like our sick kids are forced to stay at home. We didn’t hesitate one second and used our livestream knowhow and technology to quickly develop the livestream platform FrontRow. We strapped up cameras on the chests of fellow players such as Witsel, Batshuayi, Vertonghen and Tielemans to create unique first-person live footage from the group training. We made sure Hazard wouldn’t miss anything. Thanks to FrontRow, he enjoyed every pass, dribble, and tackle from the front row together with over a thousand sick kids. And of course, the press and football lovers got to see it as well. By responding quickly to Hazard’s quarantine, we grabbed the attention of the press and a broad audience.

Describe the strategy (20% of vote)

We had to reach a broad audience to raise awareness for Bednet & ClassContact. We wanted to make sure everyone knows about our free live platform so that no kid gets left behind. We managed to raise awareness by linking our ultimate strength, a superb live platform, to a current event in the press: Belgian Red Devil Eden Hazard who couldn’t join the national football team due to COVID. Not being able to attend due to sickness is something we deal with every day. By creating the multi-screen live platform FrontRow, we made sure that, just like sick kids, our sick captain wouldn’t miss anything. We made the public aware of the livestream and they got to watch the training from a unique point of view. By doing this we made it very tangible what Bednet & ClassContact means for thousands of sick kids.

Describe the execution (20% of vote)

A couple of days after Eden Hazard tested positive for COVID-19, we launched our unique live platform through the social media of Eden Hazard, The Belgian Red Devils, Bednet and ClassContact. This way we reached a very wide audience. People could follow the unique multi-screen livestream during the group training sessions on November 11th 2020. The launch of FrontRow was quickly picked up by national media.

List the results (30% of vote)

The objective with this campaign was to put Bednet and ClassContact in the centre of attention. The press happily shared the unique footage online and during primetime tv-news, spreading our message and generating massive awareness for the daily cause of Bednet and ClassContact. In total we reached 18 million people. In comparison, the Belgian population is around 11.5 million. And since we were in the evening news shows of the country’s biggest TV channels, it’s safe to say we reached almost all of Belgium’s population. The campaign had a total ad value of 812.000 euro in earned media with an ad budget of exactly 0 euro. In addition, we had 6,2K unique visitors on the website during the livestream with a very good engagement time of approximately 3m34.