To launch The Warmest Week, Studio Brussel brought its iconic flame to life in a national relay film and transformed the VRT tower into a giant torch, sparking record-breaking participation and donations across Flanders.
Business Problem
Studio Brussels and the Red Cross needed to reignite national attention and participation around The Warmest Week, reinforcing its iconic status and driving support for thousands of local causes.
Studio Brussels and the Red Cross needed to reignite national attention and participation around The Warmest Week, reinforcing its iconic status and driving support for thousands of local causes.
Creative Solution
For the launch, Studio Brussel brought the event’s most distinctive asset — the flame icon — to life, showing it physically travelling across Belgium to spark national anticipation. The campaign culminated in turning the VRT tower into a giant, glowing torch, making the cause unmissable.
For the launch, Studio Brussel brought the event’s most distinctive asset — the flame icon — to life, showing it physically travelling across Belgium to spark national anticipation. The campaign culminated in turning the VRT tower into a giant, glowing torch, making the cause unmissable.
Results
The campaign contributed to a record-breaking €7.8 million raised through 6,195 grassroots initiatives for 1,311 charities, reinforcing The Warmest Week as a cultural and philanthropic landmark.
The campaign contributed to a record-breaking €7.8 million raised through 6,195 grassroots initiatives for 1,311 charities, reinforcing The Warmest Week as a cultural and philanthropic landmark.
Agency: DDB Brussels | Role: Creative/Copywriter (EN)
