Darwin BBDO

Client: Fairtrade Belgium
Product: Fairtrade week
Title: 67 CENT - STUNT KU LEUVEN
Media: Ambient
Country: Belgium
Date Of Campaign: 5 October 2018

Background: The majority of the cocoa farmers in West Africa earn only 67 cents a day, and that's under the extreme poverty line.

Idea: We asked people here “how long you work for 67 cents?”. Bringing the reality close to home. As part of the campaign we partnered with KU Leuven to turn the idea into an experience. A lecture for law students lasted all of 17 seconds (67 cents worth of the professor’s time), leaving them perplexed. The experience was turned into social content.

Results: The stunt and its social media leverage made a key contribution to the campaign’s success. 66% of the organic campaign reach and 78% of likes and comments were attributable to this content. It generated 3.360 shares and 229.824 minutes of viewing time.