In order to launch Black & Decker’s steam mop and SteaMitt steam cleaners, These Days opened a restaurant where you could eat off the floor. Quite literally. It was quite a sight in the old post office building in Antwerp’s Groenplaats, as guests ate from the floor in the pop-up restaurant Floor 99.9. They enjoyed tucking into culinary creations ‘on a bed of floor tile’. These were served by Lady Chef of the Year 2015, Anne-Sophie Breysem, from Flanders Kitchen Rebels. Of course, guests didn’t just eat from any old floor. It was first cleaned with the BLACK+DECKER steam mop and SteaMitt, which eliminates 99.9% of all bacteria.
Experiential advertisement created by Y&R, Belgium for Black and Decker, within the categories: Electronics, Technology, House, Garden.
Creative Directors: Manuel Ostyn, Pieter Staes
Creatives: Jan Denys, Patrick Vermeylen
Design Directors: Sebastien Greffe, Max Heirbaut
Accounts: Charlotte Van der Perre, Joke Tersago
Social Media Marketer: Charlotte Van der Perre
Production: Bruno Dejonghe
Event: We Make You Happy
Film production company: Static Films