The Balcony Seats

Agency Network: 
August 2018


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.

Experiential advertisement created by Humming, Belgium for Gent Jazz Festival, within the category: Recreation, Leisure.

Advertising Agency: Humming, Belgium
Concept & Creative Direction: Sara West
Art Direction: GJDS
Scriptwriter: Wendy Huyghe
Film Director: Domien Huyghe
Sound Director: Bart Van Lierde
Production Company: Humming
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