Gent Jazz Festival

The Balcony Seats

Agency: Humming


Ghent, Belgium. At care home Ter Rive you get the most beautiful view on St Peters’ square, the biggest market square of the city. Unfortunately, there couldn’t be a bigger contrast between the empty visitor seats in the resident rooms and the hundreds of people gathering outside to watch artists such as Leonard Cohen, Prince and on July 11th Björk perform. No fewer than 60% of the elderly feel lonely.
It’s for this reason that Humming, a new Ghent-based creative agency, together with Ghent Jazz Festival (who organizes the unique Björk concert), came up with an idea to fight this form of social isolation. Through they put ten Balcony Seats for sale. Persons who bought a ticket can get cosy on July 11th in the comfy sofas of Marie-Jeanne (96), Urbain (88) or Yvonna (94) and enjoy the best seats for this exclusive concert. The proceeds of these ten Balcony Seats go entirely to vzw Enchanté, a local charity that brings lonesome homeless people in contact with hotel managers who have spare rooms.
The heart-warming video of Marie-Jeanne, Urbain and Yvonna bringing their message to music festival-loving people, got over 13,000 views in no time. One hour later people even started posting disappointed messages about the sofa seats being sold out already.

This professional campaign titled 'The Balcony Seats' was published in Belgium in August, 2018. It was created for the brand: Gent Jazz Festival, by ad agency: Humming. This Experiential medium campaign is related to the Recreation, Leisure industry and contains 1 media asset. It was submitted over 5 years ago.


Advertising Agency: Humming, Belgium
Concept & Creative Direction: Sara West
Art Direction: GJDS

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