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Air and Cap48 “invent” new advertising medium to make a statement

Air and Cap48 “invent” new advertising medium to make a statement


Since Thierry lost his arm in an accident, he noticed a lot of people watch his prosthesis when he walks the streets. So he had an idea. Why can’t he use this to his personal benefit. Why not rent this prosthesis as an new advertising medium? This turned out to be a stunt for Cap48 with the simple purpose to make people aware they need to look at the person behind the handicap rather than just the handicap.


Client : Cap48

Contacts : Bénédicte Duval, Renaud Tockert

Agency : Air Brussels

ECD : Eric Hollander

CD : Joeri Van Den Broeck 

CD : Dieter De Ridder 

Creation : Morgane Choppinet 

Creation : Toon Vanpoucke 

Strategy Director : Dieter Riemaeker

Account Manager : Melissa Fastenaekels

Graphic Designer : Clara Climent

Agency AV Producer : Tuyen Pham

Production Company : Geronimo

PR Company: Whyte

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Air is Belgium’s top independent agency, and the exclusive partner of McCann Group in Belgium. Strategic, creative on all touchpoints, business driven... Air brings additional meaning to the lives of brands, their users, and to its 40 employees.

air brussels - partner of McCann
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