Matthias Dubois
Account Director at Duval Guillaume
Bruxelles, Belgium
TitleStreet Sign
Agency
Campaign Bowling Balls - Overpoort Bowl
Advertiser Overpoort Bowl
Brand Overpoort Bowl
PostedJanuary 2006
Product Bowling
Business Sector Culture, Leisure & Sport
Story The campaign aimed for the area around the “Overpoort Bowl”, a popular bowling alley right in the hart of the Ghent’s student neighbourhood.

All kinds of round objects in the scenery were provided with 3 little round black stickers, representing holes. The effect of this is that all of the sudden any round object were transformed into a bowling ball. Bike helmets, watermelons, traffic signs, … All round objects around the bowling alley got a “bowling ball make-over”.
Philosophy Even indoors, students were subtly tempted to go bowling more often: in several pubs in the neighborhood, the well known toilet sign was replaced with a sign in which the icon held its head as a bowling ball.
Result As of last month, bowling has significantly increased in Ghent. Cause of this is the new guerilla campaign created by Duval Guillaume Brussels.
Media Type Other Collateral
Creative Director
Creative Director
Art Director
Copywriter
Graphics
Studio
Production Manager
Account Supervisor

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