The Pitch Invader

The Flemish Waste Agency (OVAM) wanted people to use their online tool to check their own backyard soil quality. Our campaign had to break through the noise, but within strict rules: we couldn't mention healthy or unhealthy soil. So no healthy mud bath for the Minister of Environment, to name one eliminated idea of ours.

So, we turned to the most obsessively watched patch of soil in the country. Right before kick-off at the Battle of Flanders, the massive Club Brugge vs. AA Gent football match, we infiltrated the live television broadcast. Using carefully pre-recorded footage, we tricked viewers into believing an expert was inspecting the pitch's soil quality live on air.

By turning the nation's favorite sport into a wake-up call, we put soil health on the national agenda and drove thousands of viewers straight to the online check tool.

Watch the case movie with sound on YouTube.