Category A03. Travel, Leisure, Retail, Restaurants & Fast Food Chains
Entrant LUCY Brussels, BELGIUM
Idea Creation LUCY Brussels, BELGIUM
Production FLEDGE.TV Sint-Niklaas, BELGIUM
Name Company Position
Iwein Vandevyver Lucy Creative Director
Laurent Dochy Lucy Creative & Strategy Director
Nicolas Van Gucht Lucy Copywriter
Jan Nagels Lucy Art Director
Sofie Hoorens Lucy Account Executive
Thomas Vuerinckx Lucy Account Manager
Jan Sidgwick Lucy Head of Design
Jonas De Wit Lucy Managing Director
Jaan Stevens Fledge Director
Michiel Venmans Fledge Director
Arno Weijdema Fledge DOP
Mathias Van Gasse Fledge Sound Engineer
Francis Bosschem Fledge Line Producer
Roeland Jeangout Fledge Executive Producer
Diederik Jeangout Fledge Creative Partner
Sonhouse Sonhouse Sonhouse Sound
Duartes Vocal Ensemble Duartes Vocal Ensemble Duartes Vocal Ensemble Choir

Why is this work relevant for Direct?

We made direct phone calls to choir conductors and we sent them postcards with a QR-code.


The World Choir Games, the largest and most prestigious choir event in the world, are taking place in Belgium. But because of the corona pandemic, the choirs were physically unable to get together and practise their texts. As a result, registrations were not following because many choirs thought they were not going to reach their desired level. How could we ensure that they would still register for this unique event?

Describe the creative idea (30% of vote)

In order to get more registrations, we did not send a classical e-mail, but took a much more direct approach. A choir called conductors to persuade them. While singing, they explained how you can participate in the World Choir Games as a choir, singer, musician or enthusiast. And what you can do there.

Describe the strategy (20% of vote)

Due to the corona pandemic, the World Choir Games have had to move their prestigious competition to the autumn of 2021. So they had to breathe new life into this unique choir event. How? By reaching out to the most important people in the choir world: the conductors. You can send them a nice e-mail, but then you know that a lot of e-mails end up in the wastepaper basket. That is why we called them to persuade them to participate in the World Choir Games.

Describe the execution (20% of vote)

For this campaign, we wrote a song with the Duartes Vocal Ensemble. In August, we called several conductors. The above-mentioned choir explained, while singing, what you could do during the World Choir Games and that you could register now. This was all filmed so that we could make a social video of it. We retargeted the conductors who did not answer the phone. They received a postcard with a QR code in order to watch the video. To make the reach as big as possible, the World Choir Games also shared the film through all its social channels.

List the results (30% of vote)

Thanks to the Choir Call, in the following weeks 441% more choirs registered for the World Choir Games than in the previous months. This brings the total number of choirs to 331 from 48 different countries.