As of last month, bowling has significantly increased in Ghent, a city in Belgium. Cause of this is the new guerilla campaign created by Duval Guillaume Brussels.
The campaign aimed for the area around the “Overpoort Bowl”, a popular bowling alley right in the hart of the Ghent’s student neighbourhood.
All kinds of round objects in the scenery were provided with 3 little round black stickers, representing holes. The effect of this is that all of the sudden any round object were transformed into a bowling ball. Bike helmets, watermelons, traffic signs, … All round objects around the bowling alley got a “bowling ball make-over”.
Even indoors, students were subtly tempted to go bowling more often: in several pubs in the neighborhood, the well known toilet sign was replaced with a sign in which the icon held its head as a bowling ball.
Client: Overpoort Bowl
Advertising manager: Lucien De Vos
Agency: Duval Guillaume Brussels
Creative director: Katrien Bottez, Peter Ampe
Art director: Geert De Rocker
Copywriter: Tom Berth
Graphism: Lim Sijmons
Studio: Mark Gillioen
Production: Willy Hebbrecht
Account: Matthias Dubois