The Challenge

How can a telco brand support the inhabitants of the capital of Europe during a lockdown? With its rich city life on hold, pubs and resto’s closed and cultural events cancelled, Brussels is living through difficult moments. Even though the city looks desolate now, yet it’s citizens feel more connected than ever

The Solution

No matter how far apart the people of Brussels are from each other, the same question resonates behind the facades: "And with you, ça va ket?". Telenet wanted to capture that connection and therefore started a unique collaboration with  Jef Boes (Initials LA), photo reporter and documentary maker.

Like all of us, Jef was challenged to be creative with the lockdown, and started experimenting with photography via Facetime and Skype. "This situation has something curious for me," he says. "I think it is great to see how much solidarity arises among the people of Brussels. And I want to capture that feeling of solidarity via webcam portrays.”

Every ‘Brusseleir’ has his or her own lockdown story. By consequence Jef Boes made portraits of really different people, from different neighbourhoods.

The Result

Strengthening our ties with the BXL community is increasing the brand awareness of Telenet in BXL - where Telenet is much less known than in Flanders - and gives the brand image a human boost. Moreover, the lockdown portrays were covered  not only in the local, but also in int’nl press and got massive attention on social media.