The movie "Pirates of the Caribbean" will soon be on Belgacom TV. That's the message the digital pay-TV channel wanted to spread to the public. Pirates used to execute prisoners by having them walk off the gangboard. So they placed a "Pirates of the Caribbean" sticker on the diving boards of swimming pools, communicating that the movie will soon be on Belgacom TV. Main target group for Belgacom TV are families with childeren. It is obvious that families with childeren often visit swimming pools. The communication grabbed the attention of all people diving off the board. In many swimming pools, the sticker became an attraction in itself.
Agency: I DO Brussels, Belgium.